Retail pop-ups at the airport:
How to manage brand activation spaces in a dynamic destination

Temporary retail or experiential marketing events in airports are a great way to reach an international customer base without having to leave the tarmac. This isn’t just great for brand exposure, but also for conducting market research, thus educating brands on how to effectively make key business decisions related to expansion opportunities, both local and international.


A 2016 report by GlobalData found that spending in airports had hit $38-billion globally, and was on track
to grow by 27%, to $49-billion, by 2021.

Leisure, pleasure or business – air travel is one of the top forms of transportation for people across the world – and in 2017, almost one billion flights took off from the US alone.

Although processes at airports are becoming more streamlined due to the introduction of innovative technological systems, travelers are still waiting over an hour on average between getting through security and boarding the plane. With nowhere else to go, most passengers pass the time either eating, drinking or shopping, which means that airports are retail hot spots. That’s good news for brands who can leverage this to tap into continual, fresh foot traffic.

Foot traffic is one of the most important metrics for retailers, especially those who are executing a pop-up, as they want to ensure maximum exposure for their temporary event. Airports are not only a source of constant, high-volume foot traffic, but they also present a unique situation whereby shoppers and brands are brought together in an isolated environment. With customers confined to a particular area with little else to do, there is an increased chance of having them visit activations to check out an event or purchase product.

Technology as an enabler of great customer service and flexible space booking transactions:

The co-working movement has demonstrated the ability of curated ready-to-use spaces to create thriving dynamic space ecosystems. However, it takes a lot of manpower to manage a dynamic space with ongoing booking enquiries that land in someone’s inbox or sit in a CRM. 
So how do you create a dynamic destination that’s easy to stay on top of?

Digitizing the rental of brand activation spaces at airports

SpaceBook is a scalable, flexible enterprise space platform that allows you to manage dynamic destinations efficiently and effortlessly. The SpaceBook Platform enables landlords, digital leaders, venue managers, airport brand managers, hotel operators to create an e-commerce ready branded platform and nurture leads into converted bookings.

SpaceBook gives you a modern toolset to unlock the full potential of your space portfolio. With the right data on hand, you can optimise performance and revenue by making better decisions, faster.

Overall, you can reduce conversion time by 80% with SpaceBook’s Platform

SpaceBook enables space owners, managers and their agents to:
  • Maximise income by increasing usage
  • Raise property portfolio value by having higher returns translate into capital gains
  • Increase employee efficiency with transparent performance tracking tools
  • Boost customer loyalty and NPS through better customer experiences
  • Improve competitive advantage by strengthening relationships with customers at every interaction
  • Minimise operating costs by automating manual processes like sales, booking, invoicing and marketing
  • Create customised workflow by integrating with other internal systems like SalesForce, Dynamics or Yardi

Airport retail is now a tried and tested strategy. Brand activations or pop-ups are a great way to generate revenue and raise brand awareness through ideal positioning, which has consistently allowed brands to access a plethora of eager and diverse audience.

#flexible space models

Digitize the management of your
flexible spaces at airports with SpaceBook

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