Ruth Haines
Airports are busy hubs, with a constant flow of people travelling for business or pleasure, and they need to get hold of certain items. Food is one of the most sought-after products in an airport, and travellers are increasingly turning to review platforms to find the best options. This means that airport restaurants have had to step up their game, and suppliers need to meet higher standards. Airports are also bringing in unique, local vendors to the terminals, and there are various programmes and partnerships that can help small businesses get their products into these spaces. This paragraph will explore the strategies and considerations for selling products in airports.
Characteristics and Values
| Characteristics | Values |
|---|---|
| Unique, local vendors | Sought after by airports |
| Consumer product | High demand |
| Food product | High demand; bottled water is a big seller |
| Restaurant concept | High demand; electric ovens must be used instead of gas |
| Gifts | High demand; small, independently-owned shops |
| Wholesale grocery, pharmacy, and convenience distributors | High demand |
| National distributors | Mr. Checkout distributes to 35,000 independent stores |
| High-income consumers | Consumers of airport food have higher-than-average incomes |
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What You'll Learn
Local vendors and unique products
Airports are a great place to sell products, with a target customer who is often a busy, affluent, educated professional, travelling for business or pleasure. These consumers are health-conscious, environmentally aware, and keen to try new products. Airports seek out products that appeal to this demographic, and this includes local food, restaurant, and product offerings that represent regional and local flavours and provide authenticity.
Local vendors with unique products can benefit from this demand for local and authentic goods. If you are a local vendor with a unique product, you can start by approaching distributors and gift reps. Distributors are always on the lookout for the next new product, and they service a wide range of stores, from delis to large retailers like Costco. Gift reps are another channel, and you can meet them by attending gift shows and handing out samples. Gift marts are also a great way to gain exposure to independent buyers. These are independent showrooms run by sales reps and are open by appointment or quarterly for an open house.
It is also worth noting that woman-owned and minority-owned businesses can often access federally-backed programs to help them access airport concessions. These programs can be a great way to get your foot in the door and get your products into airports.
Finally, don't be afraid to reach out to airport retailers directly. Groups like Airport Retail Group, LLC, are always on the lookout for unique items and emphasize sourcing from local artists and vendors. They receive a large volume of inquiries, so make sure your product stands out and fits their stores' concepts.
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Food and beverage options
Food is one of the most sought-after items in an airport. However, airport food has a reputation for being terrible, and restaurants are often rated poorly. In recent times, restaurants have been trying to improve their reputation by working with more reputable suppliers and optimizing their food production systems. Airports seek out food and beverage options that appeal to their target demographic of affluent, educated, busy professionals who are health-conscious and aware of the environment. As such, suppliers must target the final consumer and provide the best products possible by following market trends and ensuring the highest quality.
Airport restaurants are subject to higher standards than regular restaurants due to the availability of review platforms like Tripadvisor and Yelp, which has led to increased scrutiny of food quality and service. To meet these standards, suppliers must ensure regulatory compliance to ascertain safety and quality. This includes having meats processed in USDA-inspected facilities, which is required for selling beef, pork, lamb, and bison, and having the necessary documentation, such as Standard Operating Procedures and HACCP Plans.
The high cost of airport food is influenced by various factors, including rent, commission, delivery fees, and other operating costs. Airport vendors often face higher delivery fees as they are required to have food and supplies delivered past security. Additionally, airports may impose restrictions on product pricing, such as "street pricing," which limits vendors from charging a certain percentage above the prices of similar products sold outside the airport. Despite these restrictions, the unique nature of the airport environment, with its busy and captive audience, contributes to the overall higher prices.
To sell food products in airports, it is essential to understand the business opportunities and the target audience. Airports provide access to a high-income consumer base, and businesses must charge accordingly to generate profit. Vendors must submit detailed Requests for Proposals (RFPs) outlining their intended use of the property, and lease agreements typically involve a monthly rate plus a commission on sales. It is crucial to provide high-quality samples during the pitch process, ensuring that they meet regulatory compliance standards and represent the best products the brand has to offer.
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Gift shops
Airports are busy hubs with a constant flow of people, either boarding, landing, or awaiting a connecting flight. This guarantees a high demand for products, especially gifts. Gifts are often sold in shops that are conveniently located, and airport gift shops are no exception. From handmade sewn items to high-tech gadgets, the gift shop category is vast and varied.
To sell your products in airport gift shops, you can start by approaching distributors and sales representatives who already supply to airport shops. Mr. Checkout, for example, is a national association of independent distributors that services approximately 35,000 retailers across North America and parts of the Caribbean. They are always on the lookout for new products to offer to their wide range of clients, from delis to Costco.
Another way to gain exposure is by participating in gift shows and gift marts. Gift marts are independent showrooms run by sales representatives, often open by appointment or during quarterly open house events. They provide an opportunity to showcase your products to independent buyers and gift reps, allowing you to network and potentially secure deals with airport gift shops.
Additionally, consider networking with existing airport vendors and exploring opportunities for partnerships or standalone concessions. Many airports host outreach events and informational sessions to connect with local businesses and introduce new vendors to the airport environment. These events can be a great platform to promote your products and establish relationships with airport retailers.
Lastly, when selling to airport gift shops, it is essential to understand the unique challenges and opportunities of the airport retail industry. Airport consumers often have higher incomes and expectations for quality. They are also a captive audience, providing a guaranteed customer base for your products. Ensure that your products meet the highest standards of quality and marketability to appeal to this discerning audience.
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Marketing and brand awareness
Firstly, it is important to understand the airport's customer base. Travellers often seek convenience and ease, and are usually willing to pay a premium for quality products. They may be looking for gifts, food, or last-minute travel essentials. Understanding the target market and tailoring your products and marketing strategy accordingly is essential.
To build brand awareness, consider the following strategies:
- Gift Shows and Gift Marts: Gift shows and gift marts are excellent avenues to reach buyers and gain exposure for your products. These events provide opportunities to connect directly with gift store owners and showcase your items. It is a costly strategy, but it can be an effective way to get your products in front of the right people.
- Online Presence and Reviews: In today's digital age, having a strong online presence is crucial. Ensure your brand has a user-friendly website and active social media accounts to engage with customers and build a positive image through consistent branding and high-quality content. Encourage customers to leave reviews, as positive testimonials can boost brand credibility and influence purchasing decisions.
- Partnerships and Concessions: Airports often host outreach events and informational sessions to introduce new vendors to existing airport businesses. Participating in such events can help you network with potential partners and concessionaires. Building relationships with established airport vendors or local businesses operating in the airport can increase your chances of securing a retail space.
- Unique and Trendsetting Products: Airports seek unique, local vendors and trendsetting products. Having a distinctive offering that aligns with the airport's focus on showcasing local businesses can give you an edge. Ensure your products are of the highest quality and, if applicable, offer samples to potential buyers to showcase their superiority.
- Target the Final Consumer: Airport restaurants and stores aim to satisfy their customers, and with the rise of review platforms, they are under more pressure to provide quality products and services. As a supplier, target the end consumer by making your products as appealing as possible. Follow market trends, ensure product quality, and consider how your items can meet the needs and preferences of travellers.
By implementing these strategies, you can effectively build brand awareness and market your products in airports, reaching a diverse and captive audience.
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Regulatory compliance
Firstly, understand the unique nature of the airport business environment. Airports, especially international airports, are incredibly busy, with a constant flow of travellers. This high traffic presents a significant business opportunity, but it also means that your ability to supply products at scale is crucial. Ensuring you can meet demand is essential for maintaining a successful partnership with airport retailers.
Secondly, be mindful of the specific regulations that apply to airport retailers. For instance, airport restaurants cannot use gas ovens and must rely on electric ovens. If your product relates to food preparation or kitchen equipment, understanding this restriction is vital. Additionally, if you're selling food products, regulatory compliance extends to food safety and quality. This includes requirements such as having meats processed in a USDA-approved facility if you intend to sell beef, pork, lamb, or bison.
Another aspect of regulatory compliance pertains to legal considerations regarding the type of product you're selling. For example, if you're selling health and beauty products, you may need to provide assurances that your items comply with relevant laws, particularly when it comes to crossing state lines. Due diligence on the legal front is essential to protecting your brand and the brands of your airport retail partners.
Furthermore, it is beneficial to be aware of the broader business landscape within airports. Understand the policies and core values of the airport retailers you're targeting. This knowledge will enable you to align your pitch with their priorities and demonstrate how your products can enhance their existing offerings. Additionally, research what other businesses are saying about their experiences operating within airports. This insight will help you gauge the standards and expectations of airport retailers and allow you to tailor your pitch accordingly.
Lastly, when it comes to gift items, which are commonly sold in airport shops, distribution strategies can be costly. Participating in gift shows, gift marts, and working with gift reps are effective channels for reaching gift store owners. However, these channels require significant financial investment, so be prepared to budget accordingly if you intend to pursue these options.
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Frequently asked questions
Research what products are already sold in the airport and what people are saying about them. If the reviews are poor, you can suggest ways your product can help improve their brand. You can also research the airport's policies and values and find a way to align your product with them.
Gift shows and gift marts are a great way to showcase your product to airport buyers. You can also reach out to distributors such as Mr. Checkout, which distributes products to approximately 35,000 independent stores, or Airport Retail Group, which sources unique items from local and global vendors.
Airports tend to seek out unique, local vendors. They also want to be "trendsetting" and carry the "next big thing". Food is one of the most sought-after items in an airport, and restaurants are trying to improve their reputations by working with reputable suppliers.
If you're selling a food product, bring free samples to your pitch so the airport staff can get a taste of your product. Make sure the samples are of high quality.
Airports, especially international ones, are extremely busy, so you will have a large number of potential customers. If your product is successful, you can reap big rewards.
