Lois Larson
Airports are in the enviable position of having a captive audience, but with so much going on, passengers are often too stressed to shop. Airports can improve the shopping experience by providing a unified shopping experience with the help of an Order Management System (OMS). This system can address challenges such as gathering accurate inventory data, changes in flight schedules, local tax rules, and delivery of orders. Airports can also improve the perception of choice by diversifying the mix of brands available and providing unique commercial experiences. Location-based technology can also improve the shopping experience by recommending shops and providing the quickest route to terminals. An airport assistance app can also enhance the shopping experience by allowing travellers to browse duty-free product catalogues and place pre-orders.
| Characteristics | Values |
|---|---|
| Customer service | Improving customer service can increase customer satisfaction and spending. |
| Customer experience | Airports should focus on creating a seamless experience for customers, from wayfinding to shopping and dining. |
| Stress-free environment | Reducing stress for travellers can encourage them to explore shopping options. |
| Diversification of brands | Offering a diverse mix of brands can appeal to a wider range of passengers and improve their perception of choice. |
| Unique experiences | Providing unique commercial experiences, rather than replicating what is available elsewhere, can enhance the airport's appeal. |
| Perceived value | Improving the perceived value of retail offerings can encourage purchases, even among passengers with limited time. |
| Passenger behaviour analysis | Observing and understanding passenger behaviour can provide insights for improving the retail experience. |
| Online shopping | Implementing a modern Order Management System (OMS) can enable online shopping and improve order fulfilment. |
| Location-based services | Using location-based technology can enhance wayfinding, recommend shopping zones, and improve overall customer satisfaction. |
Explore related products
What You'll Learn
- Diversify the brands to appeal to a wider range of passengers
- Improve the perceived value of the retail offering
- Enhance the overall airport experience, from processes to wayfinding
- Observe passengers' behaviour to gain insights into their actions and interactions
- Implement a modern Order Management System (OMS) to provide a seamless shopping experience
Diversify the brands to appeal to a wider range of passengers
Airports have a captive audience, and with people often arriving hours before their flight, there is a great opportunity to encourage passengers to shop. Airports can improve the shopping experience by diversifying the brands available to appeal to a wider range of passengers.
Firstly, it is important to understand the type of passenger that uses the airport. International passengers, for example, tend to have higher incomes and are more likely to spend. By understanding the demographic of passengers, airports can tailor their retail offerings to meet their needs and preferences. This can be done by conducting observational field studies to gain insights into passenger behaviour and purchasing habits.
Secondly, a diverse range of brands should be offered to cater to different tastes and budgets. This can include a mix of luxury and affordable options, as well as a variety of product categories beyond the typical food, books, and tax-free items. For instance, airports could include unique, independent brands that offer a more distinctive shopping experience, as opposed to the same brands found in every other airport.
Additionally, airports can improve the perceived value of their retail offerings. This could mean providing incentives such as discounts or loyalty rewards, or simply ensuring that the shopping experience is enjoyable and stress-free. Location-based technology can assist with this, helping passengers to navigate to shops easily and avoid bottlenecks, thus creating a seamless shopping experience.
Finally, airports can consider allowing travellers to order goods online for pickup or even home delivery. Implementing a modern Order Management System can help airports provide a unified shopping experience and meet the growing demand for online shopping.
By diversifying brands and implementing these strategies, airports can create a more appealing and satisfying shopping experience for a broader range of passengers.
Hartford, Connecticut: Finding Bradley International Airport
You may want to see also
Explore related products
Improve the perceived value of the retail offering
Improving the perceived value of the retail offering is a key aspect of enhancing the airport shopping experience. Airports have a captive audience of travellers, but passengers often have many other priorities and concerns, so it is important to provide true value and a seamless shopping experience.
Firstly, airports can diversify their brand offerings to appeal to a wider range of passengers. By offering a unique commercial experience, airports can encourage passengers to shop. This may include providing a mix of shopping services, combining food and beverage options with retail and duty-free in the same areas, and utilising an open-plan layout. Airports can also cater to the specific needs of their passengers, such as the percentage of international versus domestic passengers, as these demographics can influence purchasing behaviour.
Secondly, to improve the perceived value, airports can consider allowing travellers to order goods online for pickup or even home delivery. Implementing a modern Order Management System (OMS) can help airports streamline order consolidation, pickup options, and customer notifications.
Additionally, providing excellent customer service is crucial. This includes assisting passengers with itinerary changes, general inquiries, and reservation-related questions. By making it easier for passengers to navigate the airport and find what they need, they are more likely to have a positive experience and engage in shopping. Location-based technology and digital wayfinding apps can also enhance the overall experience by helping travellers find their way around the airport, reducing stress, and increasing their willingness to shop.
Finally, by observing passenger behaviour through field studies and analysing the data, airports can gain valuable insights into the retail activities and interactions of travellers. This information can be used to make informed decisions about retail offerings and improve the perceived value for passengers.
Handcuffs and Airport Security: What You Need to Know
You may want to see also
Explore related products
Enhance the overall airport experience, from processes to wayfinding
Improving the overall airport experience is key to enhancing the airport shopping experience. Airports should not view growing non-aeronautical revenue as being simply a question of improving the shops and restaurants. The whole experience passengers have of the airport, from processes to wayfinding, influences their likelihood to purchase.
Firstly, airports should focus on creating a seamless wayfinding experience. This means helping passengers easily navigate to their terminals, duty-free shops, and other amenities. Digital wayfinding solutions, such as mobile apps, can assist passengers in finding their way without additional hardware. Location-based technology can also help travellers find the quickest routes during peak hours, monitor crowds, and avoid bottlenecks.
Secondly, improving customer service is essential. Airport customer service representatives can enhance the experience by assisting with itinerary changes, general inquiries, and reservation-related questions. Making it easier for passengers to find essential facilities, such as restrooms and shops, through location-based technology can also improve satisfaction levels.
Thirdly, understanding passenger behaviour and stress levels is crucial to optimising the airport experience. Airports should analyse how passengers spend their time and the stress caused by different processes, such as security checkpoints and passport control. This knowledge can help identify the best locations for shopping areas and other activities to improve the overall experience.
Lastly, diversifying the mix of brands and providing a unique commercial experience can enhance the airport's appeal. Airports can offer a unified shopping experience by implementing modern order management systems (OMS) that cater to the needs of both customers and stores. By understanding passenger personas and purchasing trends, airports can maximise their commercial offerings and improve satisfaction.
Tyler Pounds Regional Airport: Can You Fly In?
You may want to see also
Explore related products
Observe passengers' behaviour to gain insights into their actions and interactions
Observing passenger behaviour is a critical aspect of understanding their actions and interactions within an airport's retail environment. By conducting field studies and direct observations, researchers can gain valuable insights into the full range of activities and retail experiences of passengers.
One notable example is the research conducted by Dr. Alison Livingstone, who performed field studies at three Australian international airport departure terminals. By observing passengers' behaviours and interactions, she identified a broader range of activities and interactions than previously described in research. This included understanding the distinction between landside and airside retail environments and how they shape passengers' experiences.
Video observations, as a method of data collection, can offer detailed insights into passenger behaviour. Researchers can analyse these observations using tools like The Observer XT to identify patterns and develop a deeper understanding of passenger actions.
To further enhance the effectiveness of observations, a custom coding scheme can be employed. This involves assigning specific codes to different behaviours and actions, allowing for structured analysis and the ability to identify trends within the data.
Additionally, observing passengers' emotional states and feelings can provide valuable insights. For instance, understanding passengers' excitement and positive emotions can help explain their purchasing decisions, as these emotions may induce unexpected or impulsive purchases. By considering the broader context of passengers' experiences, researchers can gain a comprehensive understanding of their actions and interactions within the airport's retail environment.
Using Euros in Stockholm Airport: Is it Possible?
You may want to see also
Explore related products
Implement a modern Order Management System (OMS) to provide a seamless shopping experience
Improving the shopping experience at an airport can be achieved through various means, one of which is implementing a modern Order Management System (OMS). This system can revolutionise the way passengers shop at airports, providing a seamless and convenient experience.
A modern OMS tailored to an airport's unique needs is crucial to success. It can address challenges such as order consolidation, pickup options, and customer notifications. For example, travellers could order goods online before their flight and have them ready for pickup at a specific terminal or even opt for home delivery. This not only improves the customer experience but also increases operational efficiency for tenant stores.
An effective OMS can enhance the overall airport experience by reducing stress and providing a sense of control for travellers. With the ability to order ahead and have items delivered directly to them, passengers can spend less time rushing between shops and more time relaxing or engaging in other airport amenities. This approach aligns with the concept of improving the entire airport experience, from wayfinding to customer service, ultimately increasing customer satisfaction and loyalty.
Additionally, by utilising location-based technology, airports can further streamline the shopping experience. This technology can provide reliable ETAs for indoor spaces, monitor crowd levels to optimise routing, and even make personalised recommendations for shopping zones and eateries. Integrating location-based services with an advanced OMS can create a highly efficient and tailored shopping journey for passengers.
Implementing a modern OMS also allows for better inventory management and data analysis. Airports can gain valuable insights into passenger purchasing habits, enabling them to diversify their brand offerings and improve the perceived value of their retail services. This data-driven approach ensures that airports provide a unique commercial experience that appeals to a diverse range of passengers and encourages spending.
In conclusion, implementing a modern Order Management System (OMS) is a key strategy for airports to enhance the shopping experience. By streamlining the ordering and delivery process, integrating location-based services, and leveraging data insights, airports can create a seamless, efficient, and enjoyable shopping journey for travellers, ultimately increasing customer satisfaction and spending.
Traveling with Tomatoes: Airport Security Rules Explained
You may want to see also
