US. Dufry company Hudson – which has interests in more than 1,000 airport stores in North America – has unveiled a first-of-its kind, multi-brand automated retail vending concept. It describes the innovation as “a miniature shopping mall”, a contactless, 24/7 retailing destination in partnership with global, as well as emerging and local, brands.
The first of the machines has already been launched at Myrtle Beach International Airport, and the roll-out will take in airports including Chicago Midway International and Norman Y. Mineta San Jose International in the coming months.
Featuring bright illuminating lights and wrapped to replicate the identity of the brands, Hudson said the automated retail concept “will capture travellers’ attention and excitement instantaneously”.
Passengers will find the machines clustered in groups of two or more in freestanding concourse locations or in some instances, built directly into the Hudson airport store front.
“Automated retail provides us with an avenue to recreate the strong sense of place associated with our stores within the confines of a smaller, non-traditional footprint – all while capitalising on the dwell time, exposure, and convenience the airport environment affords” – Hudson Executive Vice President and Chief Operating Officer Brian Quinn
Alongside the machines, interactive touchscreens sealed with an anti-microbial shield will showcase merchandise images and extensive product information.
Hudson has confirmed some of the major brand names that are slated to have products in the machines. They include Plexaderm, The Art Of Shaving, Maui Jim, Revo, Sony, Belkin, Apple, Beats, Brookstone, Kikkerland Design, LEGO, Happy Socks and 47 Brand.
In addition to household name brands, the machines will also feature local merchandise and seasonal products.
In the automated concepts that feature eyewear brands, Hudson said that personalised augmented reality (AR) technology installed directly into the machine’s interface will allow travellers a fully-immersive, virtual try-on experience.
The travel retailer added that the machines will double as brand incubators, enabling the testing of brands before deciding if to develop them into a standalone speciality store.
They will also be used to explore developmental opportunities with smaller airports where specialty retail offerings can be limited by space and enplanement levels.
Hudson Executive Vice President and Chief Operating Officer Brian Quinn said: “Automated retail provides us with an avenue to recreate the strong sense of place associated with our stores within the confines of a smaller, non-traditional footprint – all while capitalising on the dwell time, exposure, and convenience the airport environment affords.”
He added: “For the traveller, this translates to more variety and accessibility to the quality brands they are accustomed to seeing in an environment that enables them to shop on their own schedules.”
Myrtle Beach International Airport Director Scott Van Moppes said: “Passengers at Myrtle Beach International will benefit from a seamless shopping experience, thanks to the introduction of Hudson’s new automated retail programme.
He added: “Hudson continues to deliver excellence in its concessions programme at our airport and we’re excited to be the first location to offer their newest retail experience.”
