If there’s a way to really speak to your customers, it’s to understand their values and show you’ve incorporated them into your brand displays.
Where better to demonstrate such awareness for values than in airport duty-free spaces? Acting as a crossroads of cultures and backgrounds, duty-free is a space that has the potential to be full of unique character and charm that will resonate with your audience far deeper than just a generic push of your products.
If you’re creating a visual display for your brand to showcase in a duty-free space, you should be thinking about these factors before pushing ahead:
- Cultural Sensitivity: While your aim is to push sales, first and foremost you should be aware of the sensitivities of your environment. Every duty-free space is unique as it’s unique to the city it’s based in – research and understand the cultural norms and values of that region and ensure they’re incorporated into the design.
Avoid using any displays or symbols that may be offensive or inappropriate in that particular culture.
- Localization: Nothing says you’ve put thought and effort into your local market quite like shifting from your brand language and incorporating some local nuances.
If you’re creating a display for Tokyo Haneda, adapt your language to speak directly to your audience. This will have the double benefit of helping customers understand the offerings of your brand in a more personalized way.
- Product Selection: Different markets have different tastes – display the products they want to see!
Conduct market research to identify popular items, brands, and categories within the specific region. Incorporate local products or internationally recognized brands that resonate with the local population.
- Seasonal or Festive Themes: There’s always a celebration or holiday around the corner – do you know which one is next?
Celebrations and holidays differ across cultures, so adjusting the display to reflect local festivities can create a sense of connection and increase sales. You’ve seen them before with crescent moons and lanterns for Eid, and they do add a characterful touch to displays.
- Niche Markets: This is where you can really come up trumps and let your display make the difference.
Having a well-researched understanding of what sells in particular regions can be the difference between average levels of conversions and much higher levels. Identify any unique customer segments or niche markets within the region – for example, certain cultures may have a strong preference for luxury goods, while others may value practicality and value.
Customize your displays to cater to these specific preferences.
Did you know: we have been the production team behind dozens of successful duty-free displays around the world?
From Australia to the United States and many countries in between, you can find a Team Visual Solutions display at airports in every corner of the globe.
To showcase your brand in a duty-free environment, talk to our team and let’s talk about requirements and specifications! Reach out to our team on info@teamvisualsolutions.com, or call us on +971 4 884 9405.