Have you noticed retail popping up at airports, train stations, sporting events, gas stations, highway overpasses, hospitals, ski lodges, hotels, casinos, and even on cruise lines? Each of these non-traditional retail environments have two important common denominators - a captive audience, and a very high traffic volume. Smart developers realize that today’s consumers are looking for more than price and quality when making purchases.

People are time starved and a one-stop-shop environment is exactly what they want. Non-traditional retail is largely a response to sophisticated consumer demands, and recognition of a very lucrative opportunity in high traffic, captive audience environments.

By placing the right retail concepts in the right locations, retailers are able to meet customer wants and needs. Non-traditional retail is a win-win strategy for everyone and is generating millions in new revenue through high traffic environments and their captive audiences. Airport retail earns an average of $1,137.00 per square foot as compared to shopping mall retail which averages $450.00 per square foot. These non-traditional retail sales can add high margin revenue and result in substantial contributions to the local economy.

See how high traffic volume and a captive audience can translate into potential cash-and carry spending:

Graphic identities are becoming more and more important within the healthcare industry as competition grows. Kid Talk is an example of three-dimensional graphics being used in clinical setting as a means to speak to the whole person. The playful logo helps child patients feel more at ease---in turn making parents feel better too. The child-like atmosphere breaks down barriers resulting in more successful treatments.

Kid Talk’s non-traditional, three-dimensional signage helps drive traffic and guide their brand as child-centered, functional and fun, in contrast to more traditional healthcare signage.

Take a look at a sampling of what healthcare retail has to offer patients and employees alike:

If you snooze...You lose. The new Doze Alert from Sav-A-Life is the product that everyone needs driving home from a long shift. This lightweight device fits comfortably on your ear. When your head tilts forward, Doze Alert will sound an alarm. Fatigue is responsible for over 100,000 crashes a year.
A bloody nose doesn’t have to ruin your clothes! The NoseBudd stops nose bleeds instantly. The gel filled NoseBudd applies cold pressure to your nose, is kept in the freezer, and can be used over and over. So when the weather cools off, and the air becomes dry, make sure you have your NoseBudd close by.
Owies don’t have to be a crying shame with Classy Kids, Inc. Boo-Boo Care. This new line has everything Mom needs to treat common childhood injuries, to prevent infection, make pain go away and help kids feel better fast. The Boo-Boo Rescue First Aid & Bravery Kit is not only perfect for common mishaps, it’s also a fun, kid friendly kit that contains a toy stethoscope, stickers and fruity smelling wound cleanser. Now that is first aid fun!

My father was in the hospital for a couple of weeks. He had fallen and broken his hip. As he was being discharged, we were given a list of products that would aid in his healing and comfort. Naturally, I was motivated to purchase these products. I thought it would be a quick stop at the local pharmacy, but these were specialty products that traditional retail outlets do not carry. After an unsuccessful visit to five or more stores I had wasted a substantial amount of time and energy. This experience did not leave me with a positive view of the hospital.

This signifies a major need for hospitals to start offering the products their patients need on site. I was given a product list that sent me out of the hospital to spend money. It doesn’t make sense that a healthcare facility would want to direct people out of the building to fulfill their healthcare product recommendations! Offering retail in a hospital is about the continuum of patient care and making it easier for everyone.

Thankfully many healthcare organizations are figuring this out and are incorporating non-traditional healthcare oriented retail into their facilities. This trend offers patients the ability to follow physician recommendations with confidence and purchase products conveniently. Healthcare organizations now have a new revenue stream that is proving to be very profitable, and are dramatically improving their standing in the minds of patients and their families.

Hospital retail is much more than magazines, flowers, and candy bars. By adding a Seasonal Healthcare feature, sales increased by over $600.00 a month for one hospital gift shop. People love shopping for new, trendy products. Even in hospitals!

As the number one selling item in one hospital Coolibar Sun Protection Apparel is a must have for anyone who loves the sun. Oncology physicians are happy to be endorsing the Coolibar products, showing that fashion and health go hand-in-hand.

Until recently, cruise line retail was nothing more than a few essential toiletries and/or duty-free merchandise. But in 1995, when Harrods placed a small boutique
on board the Queen Elizabeth II selling logo merchandise, clothing and teddy bears, a trend emerged. Product offerings on cruise lines have expanded to offer more apparel and even luxury items such as fine art, crystal and sculptures.

Retail space can be limited on existing ships. Cruise lines are finding new space and refurbishing old stores to include customized merchandise. For new ships retail is becoming part of the design process. The amount of space being allocated can range from 500-8,000 square feet. Cruise lines are even hiring outside experts to create a merchandise mix that appeals to their specific demographic.

Cruise lines are perfect for non-traditional retail because they maintain a captive audience and traffic. Customers are asking for increased shopping options to make their cruise that much more satisfying. After all, what’s a vacation without a little shopping?

You typically won’t find a Whole Foods Market positioned in a community like the other big box grocers such as Albertsons, Publix or Rainbow Foods. Whole Foods Market is a non-traditional retailer that selects its locations based on different criteria.

You will most likely find one of their new stores popping up in an urban area - such as adjacent to a downtown hospital or in a trendy residential area. Not only does Whole Foods Market place itself in a different area than its competitors, it displays differently, sells different products, and treats their customers differently, making them one of the most successful “non-traditional” retailers of the day.

Founded in 1980 as one small store in Austin, Texas, Whole Foods Market is now the world’s leading retailer of natural and organic food. They popularized the natural and organic foods movement so successfully that competitors are now offering natural and organic foods as well. Their success can also be measured by their pocket books. In 2006 Whole Foods Market achieved a 20% increase in their already impressive revenues of $5.6 billion.

How They Do It
All products are diligently scrutinized to meet the Whole Foods Market standards of natural, organic and environmental friendliness. The company provides educational materials in all their stores that support these standards. Customers have shown their appreciation with a loyalty unmatched in the grocery market.