So, our work in travel retail could be regarded as a perfect fit. Primarily associated with airport shopping, this specialist retail sector also includes cruise ships, ferries, border shops and, in some locations, designated downtown stores.
Travel Retail has come a long way from its humble duty-free shopping days as international airports have evolved into premium shopping destinations in their own right. With global passenger journeys growing year on year (3.8bn in 2016(1)) the global travel retail business is projected to be worth $67bn by 2020. While this presents enormous opportunities for brand owners, the fast-moving nature of this unique retail setting also presents a fundamental challenge; how to engage a time-pressed customer?
Globally, the time a passenger has to spend between check-in and boarding is decreasing and data suggests that the time available to shop and/or eat is only 30mins. It also suggests that only 16% of passengers actually make a non-food purchase.