What is the biggest mistake specialty retailers make once they open in an airport?
Retailers’ biggest mistakes revolve around poor planning and unrealistic expectations. It’s OK to be ambitious, but to be successful you must be realistic and plan accordingly. It takes time to establish your business and build awareness. Westfield recommends planning for slower sales at the outset, with the expectation to grow sales steadily as you learn and adapt to the airport environment. Be careful to not overreact to initial difficulties. Resist the urge to add or subtract merchandise or change concepts without giving the business the proper timeframe to develop.
