New Heathrow retail services for Christmas

By Doug Newhouse |


Heathrow Airport has launched a browse and reserve shopping service and a home delivery facility for passengers prior to Christmas.

 

The launches of both services are being supported by a major advertising campaign on Monday (26 November) aimed at the 41% of passengers who travel through Heathrow to visit friends and family over Christmas.

 

Travellers through Heathrow will be able to engage in the new online shopping service called ‘Heathrow Boutique’ which will allow them to browse and reserve purchases before they arrive at the airport [see www.heathrow.com/boutique].

 

In addition, a home delivery service called appropriately ‘Heathrow delivered’ will allow passengers to have their purchases delivered free to any UK mainland residential address.

 

[WorldPoints members qualify if they spend £300/$481, while all others can benefit if they spend £500/$801 or more].

 

Airport management says that its research shows that these services will appeal in particular to customers buying wine, Champagne and technology items, such as laptops and televisions.

 

NICE TOUCHES FOR A BUSY TIME

Additional activities and services passengers will be able to take advantage of this Christmas include: Family lanes in security; ‘Kids eat free’ deals; more Journey Team members (Heathrow’s customer service team); carol singers and chocolate treat giveaways for children.

 

The campaign has been developed by the masius advertising agency and will run until the 24 December, while being supported across a wide range of media channels. These include London Paddington Station, underground advertisements digital (display and social) and business car parks.

 

The new campaign is said to draw upon on passenger research into the motivation of people flying during the Christmas period and designed to resonate with those flying to reunite and spend time with their loved ones.

 

It is also obviously aimed at highlighting the advantages of shopping at Heathrow, which airport management says ‘provides the Christmas retail experience without the High Street crowds’.

 

 

Nick Adderley, Marketing and Insight Director at Heathrow said: “December is a special time at the airport – more than any other time of the year, Christmas is the time Heathrow brings people together. We have done a lot of work to make every journey better for our passengers, ensuring that the spirit of Christmas touches our airport with surprises and treats for everyone.”

 

December is also one of the busiest months for Heathrow Airport in terms of passengers, sales turnover and spend per passenger.

 

For more information go to www.heathrow.com/boutique

Europe

Heinemann anticipates another €1bn year at IST

Retail has boomed at Istanbul Airport (IST) and the momentum is set to continue this year, even...

Europe

MAN 'very sorry' after power spike cancels flights

Manchester Airport (MAN) Managing Director Chris Woodroofe has issued an apology to passengers...

International

Vantage rebrands as airports manager and investor looks to the future

Vantage Airport Group (Vantage) has announced a corporate rebrand to Vantage Group. The...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend