Destination Retail - Duty Free

Duty free retail is becoming increasingly sophisticated.  The look is modern, international, clean and polished.  It could be labeled minimalistic retail.  The large duty free retailers have established store formats for consistency and branding.  These stores are rolled-out across multiple geographical sites and filled with similar branded product and promotional material.  This consistency creates what is known as “placelessness”.  

In the process, they lose their retail appeal and intrigue; for the traveler, there appears to be nothing new and exciting and no reason to cross the threshold.

The challenge for duty free retailers is:

• To create enhanced store visitation;
• To create a retail offering that is compelling;
• To add to the positive sentiment towards a particular destination    

Sense of Place makes good commercial sense. A valid question is, how can Sense of Place add value in an airport duty free retail environment?  The argument that an airport is not merely a strategic facility, but a gateway to a country and as such, needs to leave travelers with a lasting positive impression, is valid. How it can benefit a duty free retailer is clearly not understood.  As an example, the Out of Africa concept store in OR Tambo International. (Pictured below) utilises mud architecture as the canvas, clear lines of sight penetrate the store and create a number of visual layers.  There is colour, texture, art, smell, music, visual variety, fantasy and surprise.  The store sells a wide range of local African art and craft.