Travel retail is now big business, with airports quickly developing into favourite shopping destinations for consumers with the time to browse and the spending power to buy.
Increasing competition for airport retail space, means experiential marketing can hold the key to brands standing out from the crowd and grabbing consumers’ attention. The right kind of activity helps travellers pass the time as they wait for their flight, gives them the chance to try products before they buy, and drives them in-store to make a purchase. Create a good experience, and the chances are travellers will also spread the word to families, friends and business contacts.
Here are five tips for creating airport experiential activity with impact:
1. Plan from the start
Great experiential begins with great planning. To meet a brand’s marketing objectives, it should be integrated into any retail activity from the start – whether that’s airport-specific or the wider marketing, trade or consumer goals. It should never be a last-minute bolt on and should be factored into your airport activity budget from outset, so that it can sit alongside and complement other marketing activity.
KPIs, targets and other relevant metrics should be built into your experiential plans, with key learnings reviewed at the end of each activity and incorporated into future planning.