d) PPP – the magic mix of product, price and promotion cannot be overstated. Brands may attract a customer back through loyalty programmes, but it is the right PPP that will convert the promotional investment into value. The more brands can differentiate the TR PPP from domestic retail, the more motivated the customer will be to explore the benefits of TR. The exclusivity aspect of TR shopping plays to the demographic. VIP’s like to shop products that are hard to get in places that are hard to get to. TR is a most exclusive channel where even time constraints add to the exclusivity. The most visible and tangible expression of the Purple Cow branding concept is all about the exciting moment and the lasting memory. Brands need much more latitude on SKU assortments, such as newness and TR exclusives.
5) Integration. Brands need to integrate the local, online and TR channels to function as complementary channels – as opposed to competing channels. This will prove to be a paradigm shift, since the local channel is often at odds with TR. If a customer can experience a complementary collaboration, then each channel wins. Brands need to support the narrative for staff to navigate the channel comparisons. The brand wins if a product is purchased in store and if the staff explain how to replenish by ordering online. The customer expects consistent brand expertise in the airport at 0200 hrs, in the same way that they do in the local market at 1400 hrs or even on their mobile at 0700 hrs !
6) Exploiting airport white space. Dealing directly with airports for pop-ups, themed events and entertainment is a concept for customers to enjoy the brand without any expectations. While stock and POS can be challenging without involving the retailer, brands can create showcase moments to establish dwell time. The focus is not to shop, but just to hang out and catch the vibes, get inspired and connect with the brand in the store later or shop online at the gate.
7) Transparency. To manage the retail partnership well, brands need consistent and accurate access to sales/stock information/orders/shipments in transit. Autocratic systems breed power imbalance and TR has an opportunity to facilitate leadership in this area.
8) Accessibility. Brands deserve shop floor access, dedicated badging and escort supports need to swing the doors wide open for brands to visit their business space.
9) Brand collaborations and recourse. The voice of many is more powerful than the voice of one. Similarly, an accountability platform could gather brand requests and hold the retailer more accountable at times when many brands are asking for the same supports, or where themes emerge that improve outcomes.
10). Action Plans 1 – 9 above. Enter Phase 2.
Simply put, the desire is to better serve the customer with the recommendation to assign more power to the brand. It is essential to build a future that is more equitable, efficient and adaptable. Now is the time to invest in the future, because we know planes are flying again and we know that tourism will return. Every healthy green shoot deserves to thrive and soon we will see the day when we can collectively say: ”we are back on track”!
