The art of entertaining travelers is now known as “traveltainment” by the trade. The word means anything that gets shoppers pumped up.
It’s key to create a lather of excitement, since these days the penetration rate for travel-retail stores is about 30 percent, while the conversion rate — where people in-store turn into shoppers — is lower, said Israel Assa, executive director of marketing at Estée Lauder travel-retail marketing worldwide for brands such as Aramis and designer fragrances like Bobbi Brown and Kate Spade.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)