Putting the Shopper at the Heart of Global Travel Retail Plans

I can’t think of any retail environment in the world where there is such a diversity of shoppers than in an airport travel retail store. At any one time there will be many different nationalities with different reasons for travel and different reasons why they would consider purchasing a bottle of liquor. To satisfy these different needs brand owners and retailers need to put the shopper at the heart of their plans and understand the different purchase motivations they have.

In the May edition of Global Drinks Intel, I identify six main reasons why someone will purchase a spirit brand in an airport store. Satisfy these needs and the happier everyone will be – especially the shopper!

For the full article please click on the link below.

Putting the Shopper at the Heart of Global Travel Retail Plans