Airport Business

DEC 2018-JAN 2019

The airport professional's source for airport industry news, articles, events, and careers.

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Page 9 of 43

10 airportbusiness December 2018/January 2019 DESIGN CONCEPTS By Brian Kern The Struggle of Optimizing Brand Experience in an Airport Environment Build a plan of attack for optimizing your retail and concessions program. Airports are unique places with special challenges and opportunities for travelers passing through and merchants who occupy prime real estate space in confined areas. Airport travelers are a captive audience for retailers who want to maintain brand identity and draw traffic to their locale. For retailers, designing these spaces is more complex than the typical retail scenario, such as an inline or street location. Maintaining brand identity is a key challenge that must be addressed, as the retailers work with architects and engineers who seek to address tight spaces, security concerns and regulations of governing agencies in each airport and municipality. Here are insights into addressing and simplifying some of these complex challenges: Build the Dream Team Hire the right team. A primary challenge with retail locations is the balancing between

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