RETAIL'S REGIONAL DIRECTION

This article presents an analysis of various successful airport retail operations. Low-cost passengers are not necessarily 'budget' buyers, but consider themselves 'smart' shoppers who expect choice and good service. This means airport retail operations have to satisfy their demands to succeed. The travel consumer is also known as the 'transumer,' and their psychology is different from the regular consumer mainly in the fact that they won't spend much money until they are satisfied they are on their way to their journey, e.g., passing through security and confident about where and when their flight departs. Airport designers are responding by trying to create a sense of place to speed the process. The article relates how the seven year old Denver International Airport (DIA) has yet to establish a regional sense of place. Consultants are working with the airport to develop DIA into a branded image and help it to seek revenues from non-aviation sources as well in an attempt to maintain the airport's status as one of the world's top ten busiest airports. The article emphasizes the need for airport developers and operators to tap into the passenger's mind by anticipating the consumer's needs as well as making the experience unique.

  • Availability:
  • Corporate Authors:

    Key Publishing, Limited

    P.O. Box 100
    Stamford,   United Kingdom  PE9 1XQ
  • Authors:
    • Baker, N
  • Publication Date: 2003-8

Language

  • English

Media Info

  • Features: Figures; Photos;
  • Pagination: p. 22-23
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00963478
  • Record Type: Publication
  • Source Agency: UC Berkeley Transportation Library
  • Files: BTRIS, TRIS
  • Created Date: Oct 2 2003 12:00AM