Today I am finally home after some extensive travelling. It has been a busy few weeks with lots of time spent in airports around the world. The jetlag is something that has been a persistent issue for me, that and airport shops and F&B. I do have some thoughts that I think might be helpful so if you are an airport and you are going through the tender process or are about to… read on.
The inevitable happened…
Now, whilst I know she really meant it, I also know that I was going to be cashing in a serious amount of brownie points that I had built up in recent months. I may have inadvertently put myself into a deficit – you never can tell. So, it was time to hedge my bets and do a little birthday gift shopping at the airport.
It was during a visit to an airport store that I realized I had discovered my top tip for anyone going through the tender process? Be a nobody!
Go under the radar
During my travels I always make a point of visiting the F&B offering and visit the stores. Over the last couple of weeks I have experienced a number of retailers and had varying levels of experience. Some retailers were absolutely awful, others were almost textbook.
The 12 minute void
A comparison
So, whilst the deal is important in the tendering process, the shopper experience should not be overlooked. Whilst a deal may look good on paper, there is a lot that can happen between a forecast and delivery. A retailer that offers a lower concession fee structure may just have the capability to outperform those that deliver a poor experience. This in turn delivers a greater cash benefit for the airport.
An old boss from many moons ago gave me a great piece of advice – “you can’t eat percentage”…. How very true.
Until next time…
Kevin
www.oneredkite.com
p.s. For new readers, I make it a point not to ‘name and shame’. I know to some that this might be a little boring but One Red Kite operates with absolute discretion. The retailers in question (both good and bad) have been sent feedback.
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