Airport Retail - The On Premise of the Off Premise

I drove into London yesterday for the first time in many months and passing Heathrow airport was reminded of the excitement I used to feel every time I headed off on a business trip. As a frequent traveller this was almost weekly and yet I was always excited about stepping through security and immersing myself in the wonderfully cosmopolitan and unique airside world. If I felt this way I can only imagine how someone flying just a few times a year for leisure must feel!

When you arrive airside your mindset changes; you need to kill time as you wait for your flight, you are off on an adventure (yes even if it is for business) and you are in discovery mode. Therefore, what a great place to discover and experience brands. It may be an introduction to new ones or finding out more about ones you already know.

In the world of Spirits and Wine I describe airport retail as the ‘On Premise of the Off Premise’. As a brand you have the opportunity to interact with shoppers in a similar way as to how you would in the On Premise. Where allowed you can sample in a premium way, you can immerse shoppers in your brand story and give them a memorable brand experience. All of this in a premium environment and with receptive shoppers. The chances are your message will stick with them too, unlike in a busy bar late at night.

When people start flying again I am positive they will be more receptive and responsive than ever to well executed brand experiences in the airport and be willing to try and buy new brands. This will be a huge opportunity for retailers and brands alike.

Hopefully it won't be long until I am heading to Heathrow for a flight again and get to experience that special buzz of excitement. I would urge brand owners to get ready for when airports get busy once more and, if they haven’t already, begin thinking about the experience they want to offer in the ‘On Premise of the Off Premise’.