Introduction by: Peter Marshall
In airport terminals across the world, travellers are greeted with a myriad of retail opportunities. From luxury boutiques to duty-free havens, the offer of retail opportunities continues to grow everywhere.
Yet, despite the allure of tax-free shopping and exclusive offerings, there’s a prevailing sentiment among travellers that value remains elusive in airport retail, particularly across the alcohol and confectionery categories.
Perception often becomes reality, and in the case of Travel Retail, the perception of high prices looms large. However, reality paints a very different picture. Behind the glossy facades and glitzy displays lie prices catering to all spend levels and accessible to all pockets.
So why then do travellers feel as if they’re flying blind when it comes to understanding the true value of their purchases? This is a very good analysis written by Garry Stasiulevicuis, Commercial Director of Pi Retail.