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Travel retail credit: istock Digital strategies Digital download Digital is crucial to driving traveler footfall and conversion in travel retail. But what could the industry do better? by Tina Milton he importance of digital is undeniable for Brocklebank emphasizes the personalization for passengers to pre-order their beauty products Ttravel retailers and brands to drive both aspect offered by digital. “Smart use of digital and collect them in-store. passenger footfall and conversion. The statistics allows retailers and brands to give shoppers In-store tablets are also more commonplace speak for themselves: more than 80% of a more personalized experience. Converting now. Tablets are used by LS Travel Retail staff at travelers research their trip online and 53% say standard pos into digital displays is just one its new concept stores and by Nuance to help they are open to or likely to respond to direct option. This allows retailers or brands to change shoppers fnd the fragrances that best suit them offers and invitations to shop while researching their signage quickly and easily. The advantages at Zurich airport. But this digital method will only their trip or while at the airport, according to a of this are the ability to offer fight-specifc suit certain buying nationalities. Brocklebank study by research and category management targeting, which means that appropriate brands says: “There are cultural issues—some Asian agency CiR. Additionally, the report stated that and products can be promoted during key times passengers will not use tablets that lots of 65% of travelers who receive direct messages of the day. This is highly effective, but its use is people have used as they are perceived as not at some point in their journey, will either visit not widespread in the travel-retail industry.” being clean. Moving to a passenger’s own a website or plan to visit the store. “Digital is device makes this issue easier.” almost omnipresent at every stage of a traveler’s Operators make more efforts This is an area that travel retailer Gebr journey. Almost 80% of all travelers will have an However, in recent years many companies have Heinemann addressed in March by introducing electronic device with them at the airport and made a concerted effort to put digital at the an app to deliver mobile services for air the majority keep them switched on and connect forefront of product launches and stores. passengers. Customers can use the app to to airport wi-f. When you consider this in the Travel retailers such as LS Travel Retail are visit the Heinemann online shop and discover context that more than 50% of travelers are recognizing the value of digital. The launch of its brands and offers. Available for iOS devices from open to responding to direct messages relating next Generation Aelia Duty Free concept (which the Apple App store and from Google Play for to marketing and offers, this represents a great was introduced at Marseille Provence airport Android devices, app users can also access the opportunity,” comments CiR managing director in November 2014 and at Warsaw Frédéric Heinemann & Me customer incentive program Garry Stasiulevicuis Chopin airport in May this year) is connected and may use it to register for the scheme. Global travel-retail consultancy One Red with new digital features such as the website There’s also an integrated scanner that shoppers Kite founder and managing director Kevin www.aeliadutyfree.com, and there is a service can use to scan price labels in-store, as well as 104 November-December 2015 - N°24 - BW Confidential