This week we continue the theme of the importance of Travel Retail initiatives with a positive blog written by Keith Hunter, one which I wholeheartedly endorse. Put to one side the doom and gloom merchants for the imminent demise of Travel Retail. Focus instead on creating events and activations that genuinely make a difference and help foster the unique experience that airport retail can and should now deliver, specifically but not exclusively to millennials.
So, does TR = ER? Here ER is not the TV series, Emergency Room, or anything to do with banking: Explicit Rate. Nor has it anything to do with the British Monarchy: Elizabeth Regina, god bless her! And nothing related to the medical dictionary, either: Endoplasmic Reticulum or Estrogen Receptor.
ER is Experiential Retail in its true form, not promotions masquerading as ‘experiential’. The ER examples cited in Keith’s blog are doable and they work. There should be a lot more appearing in our TR world. Enough said.
Enjoy the read.