Airport retail takes off

  With a captive audience naturally predisposed to kill time before boarding by spending money, the travel retail sector flies in the face of many point of purchase (POP) conventions. Ensuring instore activations take off while delivering a consistent brand experience and navigating strict airside regulations can prove a difficult challenge to control. Marketers often talk about destination retailing and the importance of the journey. Nowhere are these concepts married more closely to their

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