New Research Reveals Strength Of Airport Advertising
New research from JCDecaux Airport claims that the airport environment encourages a unique approach to retail which causes consumers to make impulse purchases of products they would not normally buy.
The survey, carried out across BAA’s seven UK airports, revealed that airports play a key role in encouraging the purchase of luxury goods or designer brands. Respondents identified airports as the second most appropriate place to advertise, ahead of television, outdoor, cinema and radio.
According to the research, the most popular item to purchase at the airport shops are sunglasses and watches, with the leading brands being Burberry and DKNY. However, eight out of ten respondents revealed little loyalty to brands they already own and are tempted by other leading names including Gucci, Chanel and Hugo Boss.
Furthermore, almost a quarter of those polled were prepared to pay at least £900 for a watch for themselves and 10% of those polled were prepared to pay over £2,000 on a jewellery gift for someone else.
Commenting on the findings, John Pizzamiglio, head of media at media@BAA, said: “The results of the survey really illustrate how customers’ retail purchasing patterns change when they enter the airport environment. Travellers are often inspired by the innovative display of products, combined with the extensive choice, range and exceptional value of goods, the airport environment encourages people to purchase items they would not normally consider on the high street.”
BAA claims that over 127 million people travel through its seven UK airports each year meaning that airport advertising plays an important role in encouraging passengers to purchase items they would not normally consider when shopping on the high street.
BAA recently launched a campaign to promote the benefits of advertising within the airport environment. The direct mail campaign was created by Brandhouse WTS to inform UK marketing directors of the range of advertising and sponsorship opportunities available in and around airports (see BAA Promotes Airport Advertising To Marketing Directors).
BAA: 020 7834 9449 www.baa.com
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