Travel Retail Market

I-THE TRAVEL RETAIL MARKET

1. Define the market

1.1 What is the current market situation?

1.2 What are the current trends and the vision for the future?

1.3 Imagine what the aeromalls and airports in the future (in 10 years) will look like. What are the growth opportunities and threats?

2. Identify the competition

2.1 Who are the main competitors? Define their positioning and targets.

internet shopping has enabled passengers to become much more informed consumers and this type of shopping has become a major competitor both in terms of prices offered and ease of purchase. As a result, airports have had to develop the retail features of their own websites and a number now offer pre- ordering of goods, collection of goods on arrival or money off vouchers.

3. Understand the consumer & identify the consumers’ trends

Ogenyi Omar (2002) Airport Retailing: Examining Airline Passengers' Impulsive Shopping Behaviour, Journal of Euromarketing, 11:1, 87-105, DOI: 10.1300/J037v11n01_05

As a retail location, airports offer consumers a wide variety of facilities.

http://m.aerotropolis.com/files/2008_ResearchReview_Aerotropolis.pdf

Most major airports are diversifying (Kasarda, 2008), expanding and upgrading their retail offering, with leading gateways in Asia and Europe incorporating shopping streets, gallerias, and gourmet and culinary clusters along with arts, entertainment and cultural zones.

http://www.aerotropolis.com/files/2010_Managing_Airport_Cities.pdf

Also, the increase in air traffic allows for market segmentation, (Appold, Kasarda, 2010) finding subsets of customers which closely share needs or preferences – among the passenger, enterprise, and needs.

http://m.aerotropolis.com/files/2008_ResearchReview_Aerotropolis.pdf

http://www.emeraldinsight.com.ezproxy.library.bi.no/doi/pdfplus/10.1108/09590550110390887

http://www.sciencedirect.com.ezproxy.library.bi.no/science/article/pii/S0969699710000256

3.1 Who are the consumers who buy beauty...