Whether you are flying for the first time or are a frequent flyer, waiting for your flight at the airport can be an exhausting and boring task.
It is during this time, that people tend to explore the airport and go shopping at duty-free shops.
To cash in on such travellers, airports are carefully designed to influence you to go and spend your money at these shops.
Yes! It’s true.
Here are the different ways in which airports influence you to shop when you fly.
1.SHOPPING ZONES AFTER AIRPORT SECURITY
Many people don’t observe this, but you are allowed into airport shopping areas only when you clear the security check.
Travellers are generally relaxed after clearing security. Airports use this to their advantage by locating duty-free shopping zones right after security booths.
You are more likely to indulge yourself into some care-free shopping after the stressful process of waiting in the security line, removing your belt or jacket and being physically searched by a serious looking security personnel.
2.SHOPPING ZONES BEFORE THE BOARDING GATES
Ever noticed the number of duty-free shops you pass by before boarding a flight?
To encourage people to explore what the airport has to offer, terminal buildings are designed in such a way that you have to walk through the shopping area before boarding the airplane.
3.LEFT CURVING WALKWAYS
The next time you travel to the airport, notice how walkways are curved towards the left in duty-free shopping zones.
According to a research conducted by analytics firm Intervistas, most of the passengers at the airport are right handed and tend to look towards the right side while pulling their suitcases with that hand.
That is why walkways curve towards left and most duty-free shops are located on the right side of the walkway.
4.THE “GOLDEN HOUR” CONCEPT
‘Golden Hour’ is a common term used by airport officials and duty-free retailers.
It is the time passengers spend idling around after clearing security and before boarding the flight.
Airports want to increase the time you spend in the golden hour because the more time you spend waiting for your flight, the chances of you spending will increase.
Airports have streamlined security checks for this reason as well. They want you to spend less time at security checks and more time shopping at duty-free.
5.RELAXATION AREAS AT THE AIRPORT
The more you are relaxed the more you tend to spend!
Airports around the world offer facilities like sleeping pods, showers and massage chairs to make the passenger feel relaxed.
They want to create a stress-free environment for you to spend money buying gifts for your family and friends.
According to a DKMA research, relaxed travellers at the airport spend 7% more on retail and 10% more on duty-free items as compared to travellers who are not relaxed.
6.PROVIDING INFORMATION WHEREVER POSSIBLE
If you go to an airport, you will see enough signs and screens which make the boarding process simple for you.
By providing information to you, the airport makes sure that you have a stress-free journey through it. By doing this they usually succeed in keeping you relaxed when you reach the shopping area.
At many airports, there are signs at shopping areas which show the amount of time the passenger will take to reach the boarding gate rather than the distance in meters. They do this so that passengers know how much they can spend shopping before boarding the flight.
7.SHOP DESIGN
At most airports, duty-free shops are located near big windows to allow natural light inside the store.
This is because people are inclined to shop at stores which have natural light rather than artificial lights.
Also, airports shops are designed to be user-friendly and inviting. They have wide aisles to accommodate people with suitcases and have pyramid shaped shelves which give you a sense of space and a better view of the products displayed.
8.SHOPPING ZONE LAYOUT
According to a study conducted by IKEA, the priorities of a passenger shopping at the airport is topped by duty-free goods, followed by food and drink, newspapers/magazines and gifts and specialty items.
Many airports around the world have designed their shopping zones in the form of a ‘Serpent’, strategically locating shops and restaurants to cater to these priorities.
Also, this kind of layout allows passengers better visibility of the services available for them in the area. The more twists and turns, the better.
9.FEELING OF A MARKETPLACE
Airports try to recreate the feel of a vibrant marketplace near duty-free shopping zones to make it more appealing to passengers.
Shops are often clustered and display local products, live music and art performances are regularly held and other fun activities are conducted to engage the passenger and give them a feel of a local market at the airport.
10. KIND OF SERVICES OFFERED
To quicken the buying process, airports choose the kind of service and products they have to offer depending on how busy the airport is and what kind of travellers it receives.
At an airport which is busy, services and products which can be sold quickly are generally offered to the passengers.
Also if the airports receive more passengers from countries which are developed or have a culture of gifting, the level of product and services offered goes up.
If you want to know more about ‘Duty-Free’ shops at your airport, simply download the AirWhizz App. Get information about places to shop and other services available to you at the airport on the move.
