Airport retailing is in the midst of a boom. In 2016, global airport retail enjoyed a growth of 4.0%, after a decline of 2.8% in 2015.
In the UK alone airports experienced footfall of over 707 million during 2016. Globally, the market value of the industry is expected to climb to $49billion USD by 2021. Brands and retailers are creating striking visual merchandising and product displays to differentiate themselves and ultimately acquire customers past the check-outs.
On average, those flying from Gatwick spend approximately 70 minutes browsing the shops before proceeding to the next stage of their journey. This gives brands and retailers a limited window to attract the customer and win their patronage over competitors. Store-fronts and in-store displays are specifically set up to disrupt visitors.
We’ve put together some examples of how airports have used sensory components to appeal to customers, in addition to traditional POS tools to reinforce impact.
Appealing to customers through use of light
This Kinder bueno display is a fantastic example of how brands are using light to increase footfall within the departure lounge.
Light has been used to bring to life the unusual and fun shapes at the top of the display, creating an engaging glow effect. This visual effect instantly grabs attention when customers are walking past and draws them in. Shelf lighting enhances this effect and guides attention to the products on the shelves lower down the counter. Ultimately, this is the most important part in a buying decision once the initial visit to the stand has been made.
Integrating the branding into the shelf edge design through use of graphics and LED’s, not ensures instant recognisability of Kinder, but it also gives it a finishing touch, for maximum brand exposure and engagement. The position of these encourage customers to look at the products closely and product information sitting directly above them.
SEL data strips are used above the shelf edge and are positioned standing up to demonstrate information in a clear, and eye-catching way. This also means the product information and offers do not get lost within the design and therefore increases the likelihood of inspiring purchase.
Traditional POS that stops customers in their tracks
This stand displaying Skittles is a great example of how traditional POS has been used effectively to distract customers in a limited time frame.
Initial engagement with the stand is achieved through using a showcard frame that sits above other promotional clutter at eye level. This initial attraction is maintained through using multiple POS components together such as shelf barkers and data strips.
Different sizes have been used to create an interesting display, and draw customers to various focal points and offers. These are positioned at an angle facing down to make them stand out from the display, drawing more attention and therefore triggering a purchase decision.
At Harrison our new range of AURA products gives our clients the ability to build a display appealing to all senses to create an effect that stops customers in their tracks including lighting products, motion and sound components.
Team these with our wide range of traditional POS components to create an engaging stand that improves your brand's sales.
Have a chat with our experts today, they can build a product package tailored to your campaign to give it the impact it deserves. Call today +44(0)1451 830083, or send an email to firstname.lastname@example.org.