Every brand focuses on its global presence and growth. Having a presence at airport terminals and malls can be a game changer, but it comes with its significant challenges and experiences. As much as both these locations promise a great foot traffic, nature and the shopper's behaviour play a completely opposite role.
The stores at airport terminals cater to a diverse yet time-conscious audience. Travellers on the move, often specific with needs and requirements, can have impulse buying tendencies. Aimed at enticing convenience, exclusive limited edition products and premium pricing, these stores use impulse buying to generate sales. The space being typically smaller, focuses on last-minute gifts, duty free deals or high-end luxury items. The emphasis lies on fast sales turnover. On a general level, the branding at airports is more upscale with emphasis on luxury and leveraging the prestige of being located at a global hub.
Malls in contrast offer a more immersive shopping experience with the customers not in a rush. This offers customers the time to explore products and make the right choices. Such a platform allows the brand to engage more with the buyers by using experiential marketing and loyalty programs. Such stores allow the brand to build a personal relationship with the customer, helping in establishing a larger inventory.
As much as an airport store is about speed, exclusivity and convenience, malls get an opportunity to build an experience, engagement and loyalty.
