Why Heathrow is Ramping Up its Personal Shopping Service
By Angela Rumsey

London’s Heathrow airport debuted a number of retail firsts when its revamped Terminal 2 opened in early July, with both UK department store John …

Aug 20, 2014
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London’s Heathrow airport debuted a number of retail firsts when its revamped Terminal 2 opened in early July, with both UK department store John Lewis and chef Heston Blumenthal unveiling travel retail concepts.

The latest addition to the Terminal comes from Heathrow itself with the arrival of a personal shopping lounge available to any traveller regardless of class of ticket.

The free service allows travellers to pre-book an appointment with a personal shopper and spend time pre-flight in a personal shopping lounge. Products from across Heathrow’s 400 retail outlets (not just Terminal 2 shops) can be made available for the appointment and stylists can help with more general shopping wishlists such an “I need resortwear” to specifics such as “I want that handbag”.

Heathrow’s investment in the service (a team that speaks 38 languages) – and allocation of what is valuable terminal space to a lounge – taps into the global trend for meeting the needs of the on-the-go shopper.

Transit areas and airport lounges are often hard-to-love places but anything that makes the airport experience less stressful for travellers should help reduce barriers to purchasing. And offering the service to all passengers irrespective of their ticket is a surefire way to upsell not just product, but the whole airport experience, bringing travellers back for more.

WGSN subscribers can check out Relocating retail: on-the-go selling & service for more.


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