The physical store remains a vital link for travel consultants to inspire clients and sell travel.
FITCH
As travellers increasingly plan and book their holidays online, travel consultants can rise above the competition by offering a memorable holiday experience starting from their storefront, according to speakers at the Asia Fashion Summit 2013, which took place in Singapore in May.
Darren Watson, creative director of global design consultancy firm FITCH, said: “Most travellers today are using online as the default channel to look for everything from holiday inspiration and research to comparing prices and bookings to last-minute getaway bargains.
“Because this new technology is such an important catalyst for seamless travel shopping, it has, understandably, taken front stage but (travel consultants) should not neglect their travel stores to ensure it remains enjoyable and memorable.”
The physical element underscores every shopping experience, said Watson. “We all get excited about touching products we love, whether it’s a mobile phone or a new dress. For travel retail, it is about making the non-tangible feel real,” he added.
“Retailers should attract and engage customers at the front of the store, consider bringing dream destinations to life with a fully immersive and interactive postcard window and an entrance area based on a calendar of travel stories, placing the customers at the heart of the story.”
Jennifer Fall, Asia brand director of Galeries Lafayette, also agreed on the customer-centric branding approach. “We create compelling in-store experiences which bring our customers into the stores away from the Internet.
“We arrange fashion shows that are graced and performed by our customers because we want to tell stories and sell them an experience beyond just the products.”
Fall added: “The store is not dead yet and in fact it should have the most life because that is the only place where human contact can still occur.”
Aida Bayoud, vice president of retail at Value Retail Management China, concurred: “The Internet lacks the emotional aspect in the shopping experience.”
“Instead of just promoting unique travel destinations, why not make use of your retail space to start off as a unique destination on its own already?” she asked.
Highlighting the example of STA Travel UK’s new retail store concept for their global branch network, a project undertaken by FITCH, Watson said: “The store needed to reinvent the customer journey for a new generation of younger customers, to invite consumers into the space by allowing them to explore the possibilities of travel in-store.”
The revamp resulted in a redesigned store with dynamic and playful spaces to put customers at ease and engage them. According to Watson, this new experience has led to a seven per cent uplift in sales across STA’s network of stores.
As for ways to transform travel consultants’ offices into unique destinations, Watson suggested: “A store can be curated to allow themed explorations, based on the type of trip or featured location – beach getaways, adventures, city breaks – each using the senses to bring them to life.”
However, he conceded that there was no way a physical store could replicate the endless travel product selection available in an e-commerce shop. “Capitalise on the available visualisation technology by allowing customers to build their dream holiday journey with their advisor and preview it on a large screen,” said Watson.
“The retail shop is there to make travel shopping a joy-filled experience where people can dream of holidays, learn new things and have fun even before the actual holiday.”
