Hudson Group, Belkin Partner for LAX Airport Store
Hudson Group, with the Belkin store, brought to its design the benefit of wide experience in airport-venue merchandising – which, in itself, can vary, depending upon whether the store is mixed, as in a newsstand store that also sells electronics accessories, or a freestanding tech store.
“That’s something we’ve had to perfect and learn, “ Bradley said. “We’ve learned what the traveling customer is looking for. With the convenience stores, we used to have cell phone and tablet cases and screen protectors. But we learned that people typically buy those types of things when they’re in a hardware store, or they’re buying it online. So we’ve really modified our products to where whenever we change something, we’re changing out the color or we’re changing a length of a cable out. We learned that a customer spends a little more time in a freestanding tech store than they do at a newsstand, because [at a newsstand] they want to get in, get their newspaper or their water or snack, and get out. Our freestanding electronics stores have significantly higher ASPs (average selling prices); it’s a selling-assisted environment, so it’s a trained associate, not a cashier. People are willing to browse in that environment.”