Airport shopping has seen a tremendous growth over the last couple of decades with the ever- increasing number of 'transumers', i.e. consumers who travel.
A survey was carried out by Indian Institute of Management Calcutta (IIM C) at Netaji Subhash Chandra Bose International Airport, Kolkata. A total of 171 respondents across different age groups completed the questionnaire. The survey revealed that almost 80 per cent of the travellers did not plan their purchase in advance. However, travellers who came to the airport with an intention to make a purchase at the airport were significantly more likely to make a purchase (70 per cent of them) than those who had not planned their purchases (45 per cent). This highlights the need for airports to project themselves as retail destinations.
The good thing about travel retail, is the shopping experience that airports offer. In fact, at Delhi Airport itself, the many premium luxury stores like TUMI, Michael Kors, Longchamp, Hugo Boss and Coach are much appreciated by travellers also on domestic terminals stores like Biba, Brooks Brothers, Fabindia, Go Colors, Lacoste, Levi's, Marks & Spencer, Puma, Satya Paul, Shoppers Stop, Tommy Hilfiger, United Colors Of Benetton, W and Zodiac make the tedium of travel fun.