We’ll shop again
In this blog, Neil, our Strategy Lead, discusses five ways to bring back travel retail.
Before COVID, airports were full of happy holidaymakers and purposeful business people. Now things are very different - and not just at the airport. But, perhaps not as much as you’d think. While it’s true 2020 has seen massive change, it’s often accelerated pre-existing trends. For instance, eCommerce was already an established part of the retail mix. It was already growing every year. COVID accelerated its adoption, causing in the UK double-digit growth.
So are there other trends and innovations out there that can help travel retail thrive again? What will drive customers back into stores, and get them to spend more in these uncertain times? Here are five trends that we believe will help bring back travel retail.
Offline, online. Make them all the same. We’ve all shopped a lot online in recent months. Some of us have for the first time and aren’t going back. The best retailers ensure that when we buy online from them, they still utilise this data in in-store visits. The key channel here to think about is click and collect. Are you using that online data to maximise your in-store experience? Don’t make eCommerce and stores two separate silos. Make each richer from the other.
Do you need anyone in the store? OK, this one is not for everyone, but Amazon Go’s model is interesting - and now up for license. You use an app to sign in and pay, so you’re using digital through the retail experience. Stores don't have to be empty though. Your sales assistants can focus solely on customer service.
Make the most of having fewer customers. Concierge service can be part of the way forward. We’ve all heard the stories of Harrods, Hamleys or Selfridges being shut for an A-list celebrity. This personal service seems to be an idea whose time has come. If you have a small store or airport concession, where now only one person can be served at a time, this restriction is an opportunity. Make the in-store experience feel special. This can be done online too - personal shopping experiences with click and collect or next day delivery are taking off too.
Elevate experiences. The best shopping malls know that experiences drive retail. Westfield, for instance, makes this a core part of their strategy. People go for the experience and stay for the shopping. Provide one and the rest will follow. Look at Changai airport for inspiration.
Finally, let’s not forget what’s been labelled hygiene theatre. From the fancy hand sanitisers we saw at the start of lockdown, this activity has grown. From the masks you provide, to travel packs as a new retail category, there are a whole new series of artefacts and rituals to make part of your brand. Don't let this aspect reflect badly on your customer experience.
Sooner or later the airport will return to life. We don’t believe things will be the same, but we do believe that with the right changes, travel retail can thrive. This isn’t a time to pretend nothing happened though. Lean into the changes, and the opportunities will follow.