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The other day, I stumbled upon a wonderful, independent bookstore. I spent about an hour browsing the new books on offer and indulging in the pleasant atmosphere. The experience got me thinking: What could the global travel retail channel learn from domestic retail outlets and take inspiration from?
Staff recommendations
The staff play a big role in helping shoppers make purchase decisions, giving them confidence that they’re making a good choice. The handwritten shelf talkers in the bookstore, featuring a description of the book, were written by the staff and provided a personal touch.
This approach would work well for spirits and wine brands in a GTR outlet – staff members could tell consumers first-hand what a product tastes like or how it can be best enjoyed. Maybe there could be a special section in the store for staff picks or new arrivals?
Consumers want to engage with staff who have either tried the products they’re selling or know something about them. Brand owners and retailers should focus on education and create a time in the week dedicated to learning about brands.
Personal service
Shoppers are looking for a personal touch – they want to feel special and that someone is taking an interest in them. In the bookstore, I noticed the staff didn’t just ask if I needed help; they asked questions to determine what sort of book I’d enjoy reading. This didn’t feel like a sales technique, but a high focus on finding a solution for the shopper and helping them discover new things.
In GTR, there’s a strong opportunity for staff, promoters and brand ambassadors to take this approach and ask questions about where they’re flying to, if they’re looking for something for themselves or to give as a gift, what products they normally enjoy – the list goes on. I rarely experience this when I visit a travel retail outlet; instead, I feel that I’m left to my own devices to decide what I’m going to buy.
Training staff to find solutions to shoppers’ needs is very important. An additional element of personal service in GTR is that if a shopper asks what a product tastes like, they have the opportunity to sample it there and then. Sample bottles should always be on hand to enable this to happen.
Create a comfortable environment
What I loved about my bookstore experience was they had spaces where I could sit on comfortable chairs to flick through a book and relax. They also have a coffee area.
Some shoppers in airport outlets feel stressed and anxious about how long it will take them to get to their gate and – usually incorrectly – think they need to rush their shopping experience. Others, meanwhile, have time to kill and engage with stores to do so.
Creating an environment that makes the shopper feel comfortable is key – the longer they spend in the store, the more likely they are to make a purchase. Having an area where a shopper can relax with a drink would be a great way to do this. It could also be incorporated into a brand experience.
Special events
In the bookstore, I saw advertising for book signings and other special events. This is harder to execute in the GTR environment since shoppers need to be travelling to be in the store.
However, brand owners and retailers could invite members of their customer database to domestic locations for special events, such as food-pairing dinners with a spirits brand or master distiller talks. These could also be advertised in-store to encourage shoppers to sign up to.
Category related merchandising
I liked the way that, in the bookstore, other items were merchandised close to the till point or alongside the bookshelves: reading glasses, bookmarks, pens, etc. For example, a shopper buying a bottle of vodka may also be interested in purchasing the ingredients to make a Martini – even the cocktail kit. If these items were merchandised beside relevant spirits and wine brands, the shoppers would feel their needs were being met while there would be incremental revenue opportunities for the retailer.
Be consistent
It’s important that what a consumer experiences in a GTR outlet is not just a one-off, but repeated in the same way – and with the same level of feeling – when they visit the store the next time. For brand owners, their brands should look and feel the same at all points along a shopper’s travel trail. Consistency is key.
The GTR channel can find inspiration and ideas to improve the experience for shoppers from the domestic setting. Hopefully, these are food for thought and will spark ideas to improve the experience for the travelling shopper. Making small changes can yield big returns!
This article has been available to Global Drinks Intel subscribers since July. For details on how to join them, please click here.
