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Travelers at airports are annoyed, but retailers have a growing opportunity to attract, entertain and de-stress them
Last fall, the glamour of air travel officially left the gate.
Headlines and TV reports blared throughout the 2010 Thanksgiving weekend about stepped-up airport security, humiliating pat-downs and invasive digital body scans.
That, along with increasing delays and decreasing services, puts travelers at the airport in a grumpy state of mind. Perversely, this stressed, preoccupied, grouchy consumer has given airport retailing its best opportunity ever to drive sales.
“Today’s travelers are spending as much time on the ground at the airport as they are on the flights themselves,” says Bruce Dybvad, president of Interbrand Design Forum (Dayton, Ohio). “Once through security, they’re ready to de-stress. And retailers have the opportunity to make them happy.”
That means upgrading the old newsstand-and-a-pack-of-gum formula. Attractively fashionable stores are selling branded merchandise. Spacious sit-down restaurants are offering gourmet-level meals. Branded kiosks are selling a growing variety of items – from headphones and jump drives to lotions and perfumes – with the swipe of a credit card (see sidebar). Health and beauty stores are offering merchandise and spa treatments. And what Dybvad calls “C-stores on steroids” are offering the usual grab-and-go opportunities but have upgraded the fare – gourmet, organic, vegetarian – and improved the sightlines and traffic flow not only for efficiency and mobility but also for visibility and allure.
Much of the focus is on food and beverage – and with a local angle. A Cibo Express Gourmet Market was recently installed at the Delta concourse of New York’s LaGuardia Airport, replacing a couple of national quick-serve brands like Sbarro pizza and Burger King.
The concept, developed by OTG Management (Philadelphia), is specifically designed to replace the bland could-be-anywhere feeling of the typical concourse with a strong local flavor. “We want customers to feel like they’re sitting in any New York restaurant,” says OTG ceo Rick Blatstein. So there’s a French bistro, New York-style steakhouse, custom burger joint, Brooklyn-style pizza offering and an espresso and coffee counter, all sleek and streamlined, with a single checkout line.
There are also plans for a seafood and raw bar, wine bar, noodle shop, Italian bistro, Jewish deli and gourmet market – other ingredients of the New York culinary mix.
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