In Part 1 : http://namanjoshi1391.blogspot.in/2012/10/stress-airport_13.html , We discussed the analysis of stress level at the airport and its impact on airport's retail. Now in this part we will discuss how we can enhance the passenger’s experience and explore the opportunities of the non-aeronautical side of the airport.
Key Issues for Airports are :
1. The waiting time must be optimized in order for passengers to spend time more in the retail instead of waiting lines.
2. How can the process be streamlined to maximize time in the commercial areas?
3. If the waiting time is maximized, is there enough for passengers to do?
4. What is the airport doing to minimize stress & anxiety, to promote a positive experience and increase sales in commercial outlets?
Steps to Success : A Logical Approach towards developing most attractive retail !!!
Airports need to undertake a 3 stage process to developing great retailing that appeals to their passengers.
First, it is crucial to understand the passenger experience and their mindset. It is vital to know passengers as intimately as possible. Research by Pragma Consulting suggests that a large proportion of passengers have high levels of disposable income. This is supported by figures published by BAA.
Passengers behave differently according to a number of factors, such as destination (domestic, short haul, long haul), and reason for travel (business, holiday, visiting family, etc). For instance, business travellers fly very frequently, but stay away for short periods of time. The airport is an annoying interlude for these passengers, but with the right layout and mix it can be a very convenient place to shop for everyday requirements and business clothing.
However, holiday passengers travel infrequently and may be away for a week or more. For these passengers the airport is part of the holiday experience. Therefore, retailing requirements focus more on trip enhancement and self-treat, with purchases such as cameras, sunglasses, perfume, or souvenirs/gifts for returning travellers.
Secondly, it is necessary to determine how much retail space is required and the best locations for this space. It is particularly important to concentrate on developing a commercial focus. Although there are many international benchmarks to look at, I am afraid to say that there is not a 'one-size-fits-all' solution.
Thirdly, an offer must be developed that 'fits' with the passenger requirements. It is of little use placing a ladies' footwear shop in a terminal dominated by male business travellers. This may seem obvious, but we certainly see it happen. It is also important to create a 'sense of place'. Let passengers know that they have arrived in the shopping area of the airport. In addition, if the shopping area can promote a local feel then this will also help to create a compelling environment.
In the next post, We shall discuss How to Determine Retail space and Location at the airport?
Please provide your valuable insights/views/opinions about this post, so that we can enhance over knowledge base by learning together.
Please provide your valuable insights/views/opinions about this post, so that we can enhance over knowledge base by learning together.
well done keep it up .
ReplyDeleteUseful Steps
ReplyDelete@ James Watson and Anonymous : Thank you for your encouraging words.
ReplyDeleteNaman, though I agree with your idea to maximise the non-traffic revenue but instead of maximising waiting time, emphasis should be on maximum commercial utilisation of dwell time of passenger after check-in and security check by providing right mix of commercial facilities viz retail, F&B,leisure ,TR at right place and right time. This will not only maximise the non-traffic revenue of airport but it will also enhance the airport experince of the passenger.
ReplyDeleteRaju Raghwendra Kumar
@ Raju R K : Thank you for your valuable insight. I will definitely look forward to view retail from that perspective.
ReplyDeleteAirports need more "family areas" where the children can play while the family waits for a flight. Let the children play and when they board the planes they should be more settled down. They need to sit for some time, so playing ahead of a flight should be great for them and their parents. A play area does not need to take up a lot of room, plus you can use the soft sculpted foam which is easy to clean and custom themed to maybe the history of the city. Or you can still install the soft modular type of playground which is for all ages.
ReplyDelete@Kathleen : Point Well Taken.
ReplyDeleteHi -- just have a look at what happens if a pax arrives at an airport (either joining flt or transiting; joining: After check in the passenger starts looking for the Dep. Gate -- like thousands of other passengers with him/her. Being unfamiliar with the facilities (estimate 75 % J / F pax are going to the lounge !) pax is running around to figure out where to go and when to be at the gate (meaning how much time is left for “wandering around). That s where it starts: Duty free and other shopping outlets are maximizing space as the rentals are astronomic and it s more like a crowed supermarket in New Orleans on the weekend before a Hurrican hits – no one has really the time to wander around leisurely and take their time to look for products and offers. Instead of offering the potential customer clear signage / information where to go, when to go (to the gate and how long it will take to get there etc) most airports I have been in my last 40 years of travelling offer nothing but confusing directions, crowed duty free shopping lanes, shops of no interest to me and not enough space to relax for a shopping trip ampongst hundreds or tousands of other passengers in a likewise situation. On top of that prices are in 95 % of the shops I have visited higher than outside the airport or higher than at other places – so why shop ??
ReplyDeleteTransiting: After leaving the plane – just the same as above --
Exactly... This is the whole point of my post on Passenger Experience and the Airports - Part I & II... That airport retail should be strategically planned, for instance, if there is a frequent passenger who knows the airport and is not interested in shopping, for such passengers a ''Fast Lane Route'' can be developed.
DeleteMoreover, in order to make airport experience consumer friendly, more Signages, trained and adequate number of queue combing and assistance staff should be increased.
Also if you read my next post on "Airport Retail Space Allocation : Steps and Best Practices" many of your questions will be answered.
Thank You.
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ReplyDeleteNow, every one can start a new business and make enhance the sales by using e-commerce solutions
ReplyDeleteInteresting blog, it reminds me of Narita Airpor, to look at the excitement on the face most of the travelers, the cool frequent travelers, the worried face of the late travelers,
ReplyDeleteI tried to write a blog about it, hope you also like it in https://stenote.blogspot.com/2021/08/narita-at-airport.html.