Buy on the fly!

VM&RD - - COLUMN - Fash­ion and Lux­ury. Leisure & Gift­ing, Leisure & Gift­ing Fash­ion gift­ing Lux­ury

In­crease in air travel, tight­en­ing of se­cu­rity reg­i­men and hence the ex­tra time spent in air­ports by trav­ellers has con­verted ter­mi­nals into cap­tive mar­ket places con­verted to pre­mium shop­ping des­ti­na­tions by Brands and Re­tail­ers. To gain com­pet­i­tive ad­van­tage they have used in­no­va­tive strate­gies for dis­play and pre­sen­ta­tion to grab the trav­eller’s at­ten­tion, com­pelling to en­gage and buy on the fly.

Tra­di­tion­ally ex­pe­ri­en­tial re­tail with at­ten­tion to store of­fer­ings, de­sign and dis­play is con­sid­ered the priv­i­lege of high streets and pre­mium malls. In the last ten years with in­creased se­cu­rity reg­i­men, pas­sen­gers are spend­ing much more time at the air­ports and duty-free shop­ping has lever­aged this cap­tive mar­ket to grow into a se­ri­ous busi­ness for pre­mium and lux­ury brands and re­tail­ers. The space oc­cu­pied by duty-free shop­ping has sig­nif­i­cantly grown con­vert­ing al­most en­tire ter­mi­nals into pre­mium malls. Ex­tended tim­ing and duty free pric­ing has made shop­ping con­ve­nient and af­ford­able mak­ing even lux­ury af­ford­able. Just the top 10 air­ports world­wide have about 1.8 Mil­lion foot­falls in a re­tail area of 1.78 Mil­lion sft gen­er­at­ing sales of 12.25 Mil­lion USD in just one day (source- The Duty-Free Travel and Re­tail Data­base and Di­rec­tory)! Air­port stores can be log­i­cally cat­e­go­rized into three dis­tinct cat­e­gories -

Each of th­ese could use dif­fer­ent brand ex­pe­ri­ence and pre­sen­ta­tion strate­gies to achieve dif­fer­ent busi­ness ob­jec­tives. Ob­jec­tives could be pure sales, in­duc­ing brand trial (usu­ally for lux­ury) or just op­por­tunis­tic brand­ing (Brand Bill­boards). Each of th­ese con­cepts has a dis­tinctly dif­fer­ent store de­sign and vis­ual mer­chan­dis­ing strat­egy which is used to grab the trav­eller’s at­ten­tion, com­pel to en­gage with the brand of­fer­ings and buy on the fly. I, be­ing one of the mil­lions of gullible global trav­el­ers have been ‘vic­tim’ to some stunning con­cepts which I bring to you in my tes­ti­mo­ni­als cap­tured through my cam­era lens. In the Cat­e­gory Bri­tish re­tailer WH Smith, known for its chain of stores lo­cated on high streets and mass trans­porta­tion ter­mi­nals, has mas­tered the art of of­fer­ing an ac­cu­rately a great rel­e­vant as­sort­ment of read­ing ma­te­rial, sta­tionery and entertainment prod­ucts. This is com­mu­ni­cated through a sim­ple and ef­fec­tive pre­sen­ta­tion strat­egy as demon­strated in their store at the de­par­ture ter­mi­nal in Hy­der­abad where a se­lec­tive as­sort­ment is of­fered to the In­dian con­sumer. The con­trast fram­ing tech­nique of the store front of the tightly planned re­tail space helps fo­cus at­ten­tion to the en­tic­ing pro­mo­tions and or­ga­nized cat­e­gories pre­sented with great clar­ity us­ing well placed sig­nage. The Charles de Gaulle Air­port in Paris, fea­tures a fab­u­lous col­lec­tion of brands and amidst all the de­signer la­bels an ex­clu­sive wine corner stood out with a su­perb pre­sen­ta­tion of its ex­quis­ite col­lec­tion of French wine. The spo­his­ti­cated set­ting is dra­ma­tized beau­ti­fully with chan­dliers of wine glasses and is prompted up front with con­ve­nient sig­nage that call out the pre­mium price range of col­lec­tion. The com­bi­na­tion of the ma­te­ri­als, light­ing and vis­ual mer­chan­dis­ing jus­ti­fies the pre­mium price tags flaunted.

has al­ways been a very suc­cess­ful cat­e­gory t hat de- stresses pas­sen­gers with its high level of prod­uct en­gage­ment. Briti s h Marks& Spencers, brought its spe­cial­ity cloth­ing line into the Delhi air­port high­lighted in a closed win­dow dis­play and a well or­ga­nized open store mer­chan­dise pre­sen­ta­tion sup­ported with man­nequin that high­lighted fash­ion sto­ries. The den­sity of dis­play and price call outs com­mu­ni­cate the lat­est of­fer­ings and their af­ford­abil­ity. Fash­ion bou­tiques use a sim­i­lar pre­sen­ta­tion strat­egy. Juicy Cou­ture, a con­tem­po­rary global ap­parel brand based in Los An­ge­les, fea­tures fash­ion ap­parel (in­clud­ing its sig­na­ture velour track­suits), hand­bags, shoes and ac­ces­sories at this ex­clu­sive brand out­let in Hong Kong’s in­ter­na­tional Chek Lap Kok Air­port. Lo­cated on a main aisle it draws at­ten­tion to its of­fer­ings at its open store front con­cept where its key co­or­di­nated fash­ion state­ment is high­lighted. Styl­ized man­nequins, props, floor cov­er­ings and ac­cent light­ing create a fash­ion set­ting that suc­cess­fully stops passersby and com­mu­ni­cates what the brand is about in the blink of an eye.

works with the main ob­jec­tive of in­duc­ing in­dul­gence. Duty-free shop­ping has brought lux­ury prod­ucts within reach by mak­ing ac­ces­sories af­ford­able for the lux­ury

WH Smith, the Bri­tish re­tailer has a store con­cept which com­mu­ni­cates a se­lec­tive of­fer­ings put to­gether for the In­dian con­sumer pre­sented with great clar­ity at the de­par­ture ter­mi­nal in Hy­der­abad

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