Vogiatzi is extremely keen to ensure that the travel retail industry continues to grow and move forward. “I believe that the issue right now is not whether global retail is in a good position or not, but whether this position can be improved. There is always room for improvement and overcoming the challenges that travel retail is currently facing constitutes a part of this improvement,” she said.
Vogiatzi adopts a positive attitude when questioned over current hurdles such as the effect of tight security measures and more significantly, fears over the weakening economy. “We can overcome the challenges we are now facing by turning them into opportunities. I realise that by the time we achieve this goal, we will have to face new challenges that will have arisen, but this is what makes travel retail so interesting!” said Vogiatzi.
Athens International Airport aims to provide passengers with an updated offer; as a result, it achieved 12.2% growth in retail sales in 2007 (passenger traffic increased by 9.8%).
Optimising internet-based opportunities
A rising number of consumers are turning to their keyboards to purchase goods, which has prompted retailers to source innovative ways of utilising the internet to their advantage. Vogiatzi said: “This trend could be considered as a great opportunity for airport shopping. It complements the current travel retail offer by providing passengers the opportunity to see what products are available, learn more about those products and do their own research at their leisure. Further, it enables customers to place an order prior to their trip and visit the airport store for payment and collection, where they may purchase additional items. Our job is to make the benefits of this opportunity outweigh any negative impact from the internet, which can be a highly competitive medium.”
“Airports must now differentiate their retail offers by providing customers with a unique experience, which can be created by a unique atmosphere. This atmosphere should become one of the main characteristic elements of the airport’s shopping centre,” said Vogiatzi.
Consumers want innovation
Providing customers with modern and innovative products that create a diverse and interesting offer is essential in encouraging them to indulge in travel retail spending. “Consumers do not want stability. They are looking for new products and ideas – they are looking for change. We have to follow the market trends and implement the necessary trends. In many cases we have to initiate these changes and set the trend,” said Vogiatzi.
The retail offer at Athens International Airport is focused on providing passengers with an updated offer and as a result, the airport experienced a strong growth rate of 12.2% (passenger traffic increased by 9.8%) in 2007.
“The airport aims to ensure that all retail and catering categories are adequately represented, mainly through concepts and brands that follow current trends. A series of catering unit refurbishments are underway, as well as some brand changes and upgrades in retail stores and we continue to introduce new concepts and store designs to our customers. In order to meet the needs of our growing passenger traffic, we are currently planning the expansion of our commercial space, which will enable the enhancement of our product variety and the further differentiation of our shopping centre through the selection of product assortment and our unique atmosphere.”
Creating a unique experience
Through the increasingly strong presence of homogenisation in travel retail, the need to ensure aspects of local culture in the retail offer is becoming essential. Restaurants offering a food selection from the local cuisine, stores selling local products and local brands can significantly contribute to defining the character of an airport.
Vogiatzi said: “Airports must vary the selection of their product assortment so that there is differentiation in retail offers at airports. Airports must provide customers with a unique experience and a unique atmosphere. This atmosphere, in particular, should be a priority. It does not necessarily need to be related to the region’s local culture, arts and products, but it must be strong and unique.”
