Stop Organising Stores For the Travel Retail Industry. Start Organising Them For The Shopper. Mission-based Retailing Has Reshaped Every Other Channel. Why Not Ours?
1 minute read
Introduction by: Peter Marshall
Ask most travellers how they shop at an airport and they won’t say: “I browse by category”. They have a mission: to find a gift, something to treat themselves to, or a product they can’t get at home.
And yet the architecture of most airport stores is designed around supplier categories, not shopper intent. That gap may well be one of the most significant untapped opportunities in the channel.
In this, the second session of our 7-part series, I discuss the real art of discovery and whether category management in its current form should be fundamentally restructured. Featured panelists are Garry Stasiulevicuis, MD of Shelftrak, and Steve Hillam, MD of Pi Insight. It’s worth allocating 10 minutes of your time to watch.
