Travel Retail’s Blind Spots: 4 Senior Industry Executives’ Perspectives on Changing Shopper Behaviour, Retail Expectations and the Future of Conversion.
1 minute read
Introduction by: Peter Marshall
What you will see in the coming weeks from TRunblocked.com is not simply be a diagnosis of the challenges we face, but clear thinking on how the industry needs to respond.
We all know passengers are back and the recovery in traffic is to be welcomed. But the old certainties of travel retail simply no longer exist. A recovery in passenger numbers is not the same as understanding them – or winning their spend. Today’s travellers arrive with different priorities, greater price transparency and purchase decisions increasingly shaped before they reach the airport.
So, has the industry adapted – or is it still waiting for yesterday’s shopper to return?
This is the opening discussion in a planned seven-part series that takes a very different look at travel retail – challenging its assumptions, examining its blind spots and asking what needs to change. Nothing quite of this scope and approach has previously been published for the industry. Across the series, expert observations from Garry Stasiulevicuis, MD Shelftak, Steve Hillam, MD Pi Insight and Subramania Bhatt, CEO China Trading Desk – lead to practical guidelines.
In this first session, we explore the changing traveller, the relevance of the physical store, the limits of existing promotional models and the gap between promised personalisation and the experience shoppers actually receive.
The traveller has moved on. It is time to ask – once again- whether travel retail is keeping up.
