Airport shopping trends - how travel retail can benefit from digitalization - fireside chat (2/5)

How to create customer engagement and how to master digitalization? During their fireside chat, Peter Mohn, owner and CEO of m1ndset, and Kian Gould, founder and CEO of AOE, discuss why many airports and (travel) retailers struggle with digitalization.

Approaches such as click & collect only show products and prices with little benefits to the customers. Digitalization is often seen as a way to drive more traffic to stores. But E-Commerce is a completely different channel with different target groups, fulfillment, etc. Hence, due to non-compelling offers, typical conversion rates are less than one percent of travelers, which leads to an extremely limited ROI.

So, how to create customer engagement? Amazon can be the best teacher for travel retail and the digital airport. People are expecting a seamless, easy-to-use journey that gives them unique advantages.

Online shopping is very much about convenience. Airports and retailers need to create a compelling Omnichannel customer experience with convenient benefits for everyone. Convenience could include pre-completed personal data forms, online shopping and payment, delivery to gate, lounge or home, or offers for re-purchases and related products and connection to airport services such as loyalty programs, fast-track and lounge access.