The COVID universe is currently bringing a world of rigorous health protocols to airports that is intended to ensure our health and safety. But what does this do for airport retail?
These rigorous health protocols make for an extremely challenging commercial experience. The overhanging and threatening nature of the environment works to the detriment of an inviting and welcoming retail experience.
One has to wonder how travellers will return to the kind of travel contentment and joy that enables legacy consumerism in airports. Their hopes seem to be limited to getting through it all unscathed.
Even people watching has become less interesting. Observing fellow masked travellers as they trudge to distant gates in fear of friction is just plain dystopian. The pursuit of happiness is not. At all!
The current COVID reality is decimating the traditional airport retail experience by taking the air out of an otherwise inviting and welcoming approach. The pivot will be to invigorate a comprehensive Wellness focus at all touchpoints.
Clearly, consumer interest in being healthy has never been higher. This requires an approach that is far more than an antiseptic focus on contactless transacting. While some products seem to sell themselves, barren customer service will drive consumers to limit their focus to absolute needs.
A needs-based commercial plan will be severely limiting. A commercial plan devoid of humanity is just a variation on the automat in its biggest and grotesque form.