My personal view on current shopper marketing trends and luxury shoppers in airports. I believe a hugely under exploited opportunity in travel retail to link online and real world brand offers

1. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Airports are important for
studying the potential of luxury
brands and shopper marketing
WHY?
Philip Slade
T: @piehead
sources & credits at back
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2. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Airports provide unique opportunities
to engage shoppers with new ideas
High dwell times, 140mins+
Airport retail design no longer dominated by discount tobacco
but led by luxury fashion trends
International travel increases a sense of personal achievement,
better attitude for experimentation
Prime shopper mission; gifting, which results in a higher spend
per item
Tighter hand baggage control forcing a rethink on tacky gift bag
with purchase offers
Growing numbers of passengers from emerging nations keen to
acquire luxury brands while travelling
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3. The environment of airport
shopping has changed*
* with the exception of the liquor area,
which remains, in general, fixed in
traditional dull high street retail norms
Paul Smith London Heathrow Terminal 5
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philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
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4. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Key themes for 2012
Bespoke luxury retail
environments
The Johnnie Walker House : Shanghai : lovecreative.com
-not actually in an airport but in theme to activity in the more progressive
airports building store in stores. 4
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5. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Key themes for 2012
Location specific
experiences
The World Class cocktail bar : British Airways Business Lounge :
London Heathrow Terminal 5
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6. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Key themes for 2012
Retail excellence
Status updates
Personalised
Mix & Match
1. Retail excellence. There is an expectation
of not only luxury but bespoke shopping
experience when travelling.
2. Status updates (remember the first
mobiles? 'I'm on a train' has been replaced by
'Facebook -I'm at the airportʼ
London
3. Personalised. Passengers know we have
all their data. Won't be surprised if we do
something with it
4. Mix & Match. Budget airline & boutique
hotel or Business class & couch surfing
5. London. More passengers want/have to
travel to/through than any other global city
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7. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
What’s interesting now in 2011
The mainstream take up of location based services like
Facebook places and Foursquare in airport is quite low at
present but set to change. Benefits such as at gate delivery
and linking rewards to check-ins should see greater travel
use. I am very interested by the maturing of the pop-up
concept and can see the potential for innovation in
concourse activity. Finally I have highlighted a superb
example of a random act of kindness, but in truth this is also
an example of what can be done creatively with the data that
exists on all passengers in the public domain
1. Location services
2. In airport Delivery
3. Brand partnerships
4. Random acts of kindness 7
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8. IMAGES
www.sita.aero
www.silicon.com
Location aware
Lots happening in the world of location aware apps. Wayfinding within airports being the focus with the aim of
not only getting more passengers to the gate on time, but spreading their spending throughout the terminal.
The current test in Copenhagen of a AR based Wayfinding app is interesting. I really like the way it
seamlessly links to retailer & brands sites as well as showing you when your flight is due and where the gate
is.
Worth noting the rise of online deals linked to location – Groupon was the standard bearer but Facebook have
a trial underway at the moment that links your friends buying patterns & location specifics to offer you a deal.
Passengers in airports are driven by herd behaviour, groups created by occasion or day of week, intrigue . 8
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9. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Location aware mobile apps :
Lots happening in 2011 my current favourite
TopGuest.com
What is it? Middleware. An application that sits
between location based check-in services & existing
loyalty schemes
How does it work? Check-in at specific locations and
receive points from loyalty schemes you are already a
member of
Opportunity? Partnership with Airline/hotel to reward
DF activity
Why is it important? Opens up the possibility of using
airline & hotel points as a reward without any on the
ground admin
What could it be? Potential for rewarding at all levels;
concourse browsing 1pt, Photo of brand 5pt, Fixture
purchase 10pt, joint purchase 15pt
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10. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
In airport delivery:
What is it? We are beginning to see delivery services
to passengers waiting at gate, in bar or lounge.
How does it work? Online to microsite or existing
portals. Order and pay, product gets delivered to you
Opportunity? Rich media product story, Trade-up,
gifting and access to lounge dwellers
Why is it important? Offers real value to the
passenger while at the same time giving us a new
touchpoint
What could it be? Personal location aware shopping
assistance linked to social media info – remembers
birthdays & business events
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11. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Brand partnerships: Liquor & Fashion
Malibu + Fakebake + GHD + Nails Inc.
What is it? Pop-up pampering zone with bar
How does it work? Engages shoppers with top-up
style & pampering goodies with opportunity to sample
a Malibu (rum) cocktail
Opportunity? In this case getting shoppers to
associate getting ready with a Malibu moment
Why is it important? Getting to the large numbers of
shoppers who have already deselected liquor
What could it be? Not only concourse but in-shop
activity across other retail outlets with a similar
premium value connection
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12. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Random acts of kindness:
SPANAIR Unexpected Luggage
What is it? One off PR stunt that spread across the
web. Turning around the impersonal nature of the
airport experience
How does it work? Personalised gifts placed on
luggage carousel for passengers on a Christmas eve
flight
Opportunity? One off PR event that produces content
for both trade and consumers – the unexpected nature
of a brand speaking as a human voice
Why is it important? Passengers know we have shed
loads of data about them, but all they normally see is
poorly targetted sales messages.
Kindness in the face of stress (travel) gets you into
moments when normal brand messages will just wash
over.
Keeps thinking fresh and beyond standard shopper
marketing touch points
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13. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
A new direction for shopper marketing?
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14. philip@homeslade.co.uk where possible all images credited other than authors own. CC on words
Airports provide unique opportunities
for cutting edge shopper marketing
Shoppers have the time to engage
They have the aptitude to experiment
They are carrying multiple devices/screens
They are seeking information
There is a lot of their data available
They want to mark their travel with indulgence
They are on a shopping mission to gift
Unfortunately too much
marketing seen in airports takes
the form of lazy price offers,
something luxury shoppers from
BRIC nations actively reject
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15. I am Philip Slade, a Creative Strategist, who still gets way over excited by air travel
Desk research and personal observations; T: @piehead
W: homeslade.com
• Sita.aero
• Topguest.com
• hmshost.com
• delta.com
• apps.facebook.com/malibutique
• spanair.com
• Skytrax / Airportquality.com
• Moodie Report
• Robb Report
• Travel Trends Survey
• JCDA Luxury Panel 15
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