Schiphol Airport Retail - Getting products to fly off the shelves.
Airside retail signage serves as an important role in navigating time conscious customers towards partner brands and products. When we understand that a traveller has a set amount of time for shopping, attracting them to offers quickly and easily will enhance their overall airport experience - and get them to buy.
Seasonal themes and topical activities can help set the in-store mood, reflecting the customer’s state of mind. No matter if they are travelling in search of the sun, or to an important business meeting – the tone we set on a retail level will impact on the traveller.
However, regular changes in themes and promotional activity can have an environmental impact and there’s a critical intersection between sales and sustainability.
The design and materials we use in signage play a pivotal role and could include recycled plastics, bamboo, and up-cycled items. These materials not only reduce the environmental footprint but also send a clear message to consumers about the retailer's commitment to sustainability.
Customisable signage is a smart way of maximising customer facing impact while reducing material wastage – and importantly it can help in reducing manpower and disruption to the store. For example, a seasonal theme can be ‘pimped’ with promotional messaging with re-useable magnetic materials. In the case of Schiphol's 2024 summer theme, we created a toolbox of marketing signage that the store manager can instal quickly that specifically depicts the sports event taking place during that particular period of travel – all while still maintaining the core theme and longer life background materials.
Messages promoting the use of reusable bags, encouraging the purchase of sustainable products, or highlighting the environmental benefits of locally sourced goods can inspire traveler's to make more eco-friendly choices too. Tony’s Chocolonely is a great example of this, using a story telling technique to highlight the journey of a product from sustainable sourcing to the retail shelf, which creates a deeper connection with the consumer.
In summary, airport retail signage is a powerful tool for promoting sustainability in a high-traffic environment. By embracing smart creative solutions and committing to reducing material waste, retailers can not only reduce their environmental footprint but also influence travelers to adopt more sustainable behaviours. This approach benefits the environment and also aligns with the growing consumer demand for sustainability, ultimately enhancing the airport and the brand's reputation. As airports continue to evolve as hubs of commerce and travel, the integration of environmentally themed signage represents a forward-thinking strategy that addresses both ecological and economic goals.
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Thanks to the whole Westfield Grand Prix Team and our community! Let’s rock 2024