IRELAND. Aer Rianta International (ARI) has released a video through The Moodie Davitt Report that highlights its plan for store reopenings and explains how it is encouraging travellers to purchase as they return to flying. The company is rolling out a range of special offers on key products to reignite shopper interest, accompanied by a strong communications campaign.
As reported, the Irish state-owned travel retailer reopened its Dublin Airport stores earlier this week. Other ARI stores open include those at Bahrain International Airport, Riyadh King Khalid International, Larnaca and Paphos in Cyprus and its (distribution) operation in Qatar.
In the video, filmed this week, ARI Global Head of Beauty Deirdre Devaney hailed the work of ARI teams around the world in the reopening phase, noting, “It was much easier to shut down that to open up.”
She said: “We have communicated throughout with brand partners on the closing down and the impact that was going to have [and about] how we were going to reopen and showcase their brands in what is a significantly changed environment.”
Click on the video to hear Deirdre Devaney and Paul Hunnisett talk about the return to business and rebuilding traveller confidence in airport shopping
On the new world of shopping, she added: “Fragrance continues to be a strong category for us as we reopen. The strong trends from before we closed will remain. Customers will veer towards their favour hero or cult products.
“The other trend is a bigger move towards [in-store] visuals, so customers can understand and choose their selection, together with Brand Ambassadors and with digital on-counter technology. Hopefully they will enjoy the experience despite the restrictions.”
She acknowledged that “the propensity to return to normal retail will be challenging”, so in each location ARI is emphasising special offers to encourage travellers to spend in the early phase of reopening.
Building on this theme, Global Head of Liquor, Tobacco, Confectionery & Souvenirs Paul Hunnisett said, “We have probably the best deals, the strongest deals we have ever had, so I have to say thank you to our suppliers for their incredible support.”
He noted that early trading in Cyprus in particular had seen “great uptake” on what the company is calling its ‘wow’ deals on single-bottle liquor.
In Riyadh T5 [operated by sister company DAA International], confectionery deals have helped grow spend, supported by category brand partners, noted Hunnisett.
On how business might develop, he added: “We expect to see online become very important for us. Click & Collect, which was a strong area already, will become even stronger. The third thing we are focusing on for our comeback plans is what we call shopping made easy. That means having the products that people know and love at the front of the shop, well promoted, at great value prices.
“I’m thoroughly looking forward to bouncing back stronger than ever.”
