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Trends Across the Planet (TAP) - September 2019

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In this edition of Trends Across the Planet we examine travel
retail; how airlines are taking advantages of airport wait times,
digital Champagne tasting – and a whole lot more.
Happy Reading!

Publié dans : Données & analyses
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Trends Across the Planet (TAP) - September 2019

  1. 1. September 2019 GLOBAL TRAVEL RETAIL TRENDS ACROSS THE PLANET GTR TAP
  2. 2. TRENDS ACROSS THE PLANET In this edition of Trends Across the Planet we examine travel retail; how airlines are taking advantages of airport wait times, digital Champagne tasting – and a whole lot more! Happy Reading! Team Momentum
  3. 3. APPOFTHEMONTH JUSTFORFUN QUOTE&STATOF THEMONTH LOUNGEABOUT LUSTFORLUXURY GODIGITAL RETAILCONNECTION SENSORYSELLING BUCKETLISTS
  4. 4. LOUNGE ABOUT GATE TIME The new Emirates first class lounge in concourse A at Dubai international airport is the new benchmark for luxury waiting lounges. First-class fliers and Platinum Skywards members are treated to the type of opulent surrounds you expect from the airline. The 100,000 square foot space also provides members with top-level amenities. These include a cigar lounge, a wine cellar, an exclusive Moët and Chandon bar and, of course, daybeds for travellers looking for a quiet moment. VIEW These days, airport lounges are more than just a comfortable place to wait for your flight – they’re a destination of their own. That’s why airlines and airport operators are in the process of updating and refreshing their offering. Travellers are starting to expect a level of comfort and service wherever they are, even if it’s just whilst waiting 30 minutes for their next flight. Today, you need to be willing and prepared to provide excellent service to capture consumers imaginations.
  5. 5. LUST FOR LUXURY CRYSTAL CLEAR DFS Group teamed up with renowned jewellery company Swarovski in August, launching a pop-up store at Abu Dhabi international airport. The promotion showcased the crystal designer’s newest collection, ‘Summer City Buzz’ by creating a space that popped with neon colours and bursts of summer hues. It also included an instagrammable backdrop where shoppers could take a snap with their new purchase – and include the campaign-specific hashtags; #noregrets and #FollowYourDesires in their post. VIEW In the global duty-free and travel retail market, we are seeing an increase in demand for retail chains that offer luxury and premium brands. Leading brands are opening exclusive stores for special products, promoting, and selling limited editions to increase their visibility and brand awareness in the global market. Pop-up stores and single product offerings provide an excellent way to create brand recognition while offering a once in a lifetime service.
  6. 6. GO DIGITAL AUGMENTING REALITY Moët Hennessy’s multisensory pop-up in Frankfurt’s airport gave travellers an enhanced experience. To mark the launch of Veuve Clicquot’s newest, limited edition Champagnes. At its heart was the activation’s central idea, to teach customers to understand what they were tasting. The store featured an area where travellers could digitally educate themselves. Here they could learn about food pairings and Veuve facts from a virtual Champagne expert. The space also had a small popcorn machine to help customers pick out the new flavours. VIEW Augmented and virtual reality offer you a whole new world of activations. The digital space is almost limitless, and its technology and hardware can be easily transported. This makes it an excellent area to experiment with less traditional activations. More often than not, the time holiday-makers have in the retail section of the airport is short, so offering them something they can interact with quickly is an invaluable tool for brands looking to build recognition.
  7. 7. RETAIL CONNECTION PERSONAL PURCHASING In January 2019 Grey Goose Vodka held a personalised bottle campaign at New York’s JFK Airport. The ‘Winter Marche’ activation offered travellers the chance to purchase an exclusive Grey Goose Vodka holiday gift tin – with a personal touch. Shoppers were able to personalise their tin using specially magnetised tiles. The campaign was driven, in part, by social media influencers who reportedly generated over eight million social media impressions. VIEW Personalisation in retail has been around for a while, but it’s evolved. There’s a growing consumer demand with close to 2/3 of today’s consumers desiring a more personal level of service. Advancements in data and tech are bringing facial recognition, emotion tracking (even brain waves) to bricks and mortar. This new tech is creating bespoke retail experiences. Technology like this is changing how we conduct in-store shopping, and if done right, will lead to a new level of brand-consumer connection.
  8. 8. SENSORY SELLING A SIXTH SENSE To celebrate the launch of Absolut Grapefruit Vodka, Pernod Ricard ran a two- month activation at Amsterdam’s Schiphol airport. Here travellers could enter the ‘Pink It Up’ space, an area made to look reminiscent of a local green grocer. The experimental activation allowed customers to pick fake fruit for the chance to win prizes. Passengers that purchased a bottle also received a complimentary ‘ABSOLUT JETLAG’ eye mask for their travels. VIEW Brands need to avoid falling into the trap of simplistic storytelling in their retail spaces. A short amount of time and limited space is no excuse for lacklustre experience either. We expect to see brands go all-in to engage all five senses, aiming to fully immerse consumers in unique experiences that turn the ordinary into something truly special. While virtual reality has played a significant role in catapulting sensory marketing to the next level, it will be just one piece of the puzzle as other brands get creative with other senses like taste and smell.
  9. 9. BUCKET LISTS A WINNING MEMORY To raise awareness for a new American Airlines credit card, the company held a competition at O’Hare international airport in Chicago. The ‘Aviator Wind Tunnel’ gave passengers the chance to experience something unique and win prizes. The ten-second-long wind tunnel threw strips of gold and red paper into the air to be caught, the more strips people caught, the more prizes they won. The prizes included everything from luggage tags to $500USD gift cards. VIEW More and more consumers say they’d rather spend money on experiences than “things.” This is monumentally shifting the way brands have to interact with consumers. We’re entering an age of micro experiences. Consumers today are more comfortable than ever celebrating what makes them unique. They’re less likely to feel a need to conform. This means you need to be open to creating bespoke experiences for a narrow segment of consumers, rather than overarching “one size fits all” ideas.
  10. 10. QUOTE & STAT OF THE MONTH “TO THRIVE AS A RETAIL BRAND, YOU NEED TO HAVE A SPACE THAT OFFERS COMMUNITY, TRIAL, EDUCATION, EXPERTISE, INSPIRATION. HOTELS CAN CREATE ALL OF THAT – THEY’RE THE ULTIMATE EXPERIENTIAL STORES.” - BRUCE WINDER, RETAIL CONSULTANT OF GLOBAL MILLENNIALS SAY THAT TRAVEL HAS SHAPED THEIR UNDERSTANDING OF GLOBAL POLITICS 63%SOURCE: CONTIKI
  11. 11. SLEEP IT OFF If you have ever suffered from jet lag, you know it can be downright debilitating. The Uplift app might be able to help. Unlike other jet lag apps on this list, Uplift doesn’t try to shift the user’s sleep schedule, but instead uses biorhythmic acupressure to end jet lag. What does that actually mean? The app asks the user some questions about their travel plans, then presents them with a 5-minute acupressure exercise to help them readjust to their new timezone. Uplift does have a $9.99 one-time cost, but if you are a traveler that’s frequently flying to different time zones, it may be worth the money. VIEW Today’s consumer is busier than ever, constantly on the go, with little downtime. For a brand, it’s important to be ensure that they are taking care of their consumer, beyond what the brand’s primary purpose is. Making overall daily life easier, while also offering faster, hassle-free solutions -- this is what increases a brand’s value. Uplift’s sole purpose is to help the weary, sleep-deprived traveler improve their quality of life using a simple technique. While the solve is nothing groundbreaking, the app addresses a necessary need and helps improve the consumer’s quality of life. Who wouldn’t want that? APP OF THE MONTH
  12. 12. VERY FRIENDLY SKIES Last February, Scotland-based brewery BrewDog flew 200 fans from London to Columbus, Ohio aboard the first ever ‘BrewDog Airlines’ flight. Passengers were treated to a tasting of the brand’s specially- brewed Flight Club IPA beer while at cruising altitude, created with heightened flavors to take into account the changes to taste and smell travelers experience in-flight. But, that’s not all! They also received a branded amenity kit that included a fleece blanket and a hat. BrewDog fans spent the weekend discovering the “beer scene” in Columbus and Cincinnati before they returned home to London. JUST FOR FUN
  13. 13. tap@momentumww.com SOURCES: Clear channel outdoor, 2019 DFNI Online, 2019 The Moodie Davitt report, 2019 CNN Travel, 2019 Momentum Worldwide WANT TO GET IN TOUCH? @MomentumWW Momentumworldwide @momentumww © Momentum Worldwide 2019. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical (including photocopying, recording or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without prior written permission from the publishers. The greatest care has been taken to ensure accuracy, but the publisher can accept no responsibility for errors or omissions, nor for any liability occasioned by relying on its content.

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