Page 9 - CiR - State of the Nation 2018 - Sampler

The Internet of Things (IoT) is redefining the user experience within retail...
...just not in Duty Free ...at the moment
© Counter Intelligence Retail
“Hyperconnected” passengers will define the Duty Free consumer landscape for years to come but is the Duty Free execution of IoT ready to convert online habits to offline spend?
The “connected consumer” concept is not revolutionary in 2017/18, rather the lack of pace in the adoption of IoT could be more surprising.
Adoption of technology has provided positive efficiencies throughout the passenger journey – from digital/app based E-boarding passes, face-scanning security gates, iBeacons aiding airport navigation, even the ability to track luggage via RFID – the benefits are clear to see.
However, the retail space is still underdeveloped and represents a huge opportunity for brands, based on the assumption that the above will increase dwell time for travellers.
2018 needs to see retailers give credibility to the connected consumer and understand the new normal that now exists. The domestic shopper is increasingly buying on impulse through sophisticated e-commerce channels, Duty Free in-store activations must be convenient, agile, hyper-personalised, reward loyalty and complete the journey from online to offline – not the inverse.
Voice-based ‘assistants’ such as Amazon Alexa and Apple’s Siri have penetrated the domestic space... should Duty Free start to adopt similar technology, or at the very least make their data available to these applications?
www.counterintelligenceretail.com
Source: SITA “The connected world of travel”
Chapter 6 Digital & Ecommerce 9