Creating a Strong Sense of Place in Global Travel Retail
Airports are microcosms of the cities and countries in which they are located. Or at least they should be because travellers expect and want to experience a strong sense of the place when they are in an airport. GTR shopper research clearly shows that a significant proportion of travellers are looking to purchase items that are from the country or the region where the airport is or international products with a local touch. This applies to alcohol brands just as much to brands in other categories. There are many drivers for this such as being able to find something unique to take home, to give as a gift or a memento of a trip. Shoppers will be more likely to enter an airport store if there is strong sense of place. However, many international and regional airport stores only offer glimpses to the traveller of where they are; they could be anywhere in the world.
My article in the December/January edition of Global Drinks Intel explores what airports, retailers and brands can do better to create a strong sense of place and offer a unique shopping experience.
For the full article please click on the link below –