Interview: 3Sixty Duty Free focuses on expansion and consumer experience

AMERICAS. “For 2025, our focus remains on scaling our presence, optimising our operations and deepening our engagement with travellers.” So says 3Sixty Duty Free Chief Operations Officer Alex Anson of the omnichannel travel retailer’s strategic aims for the year.

The Miami-based company – created as Duty Free Air & Ship Supply in 1987 and which has since diversified across multiple channels and geographies – is building on a series of business gains in 2024.

These included expansion into Tulum, Mexico where 3Sixty manages its latest airport concession in partnership with CPQ. It also won the duty-free concession at Newark Liberty International Airport Terminal B, which it hails as “a flagship project that reinforces our presence in a major US gateway”.

The retailer has maintained its strong investment in digital transformation. Anson says: “We advanced our omnichannel capabilities by leveraging AI and IT resources to enhance customer engagement and operational efficiencies.”

Alongside the network expansion, in 2025 3Sixty will roll out refurbished stores at Newark and Orlando airports and further extend digital integration, all the while evaluating new concession opportunities across the Americas.

The Newark Airport Terminal B concession in particular marks a major advance for the company. The seven-year agreement covers six stores, spanning 7,459sq ft, which will undergo full refurbishment.

The contract includes core duty-free and speciality stores and will feature a strong presence from local brands celebrating the best of New Jersey, 3Sixty Duty Free says.

Anson notes: “The project represents a pivotal moment for 3Sixty, as it aligns with our commitment to elevating the travel retail experience in key global hubs. The refurbishment of our duty-free stores is progressing on schedule, with the first wave of openings expected later this year.

“Our focus is on delivering a modern, engaging retail experience that caters to diverse passenger demographics, blending value, exclusivity and convenience.”

He adds: “Beyond Newark, we continue to assess expansion opportunities across the Americas and other strategic locations, ensuring sustainable growth that aligns with our operational strengths.”

Reflecting on spending trends across the Americas network, Anson says: “Consumer sentiment remains strong, with overall passenger traffic continuing to grow and sustained demand for premium and travel-exclusive products.

“However, price sensitivity and value perception continue to play a crucial role in purchasing decisions, especially with the strengthening of the US Dollar. Travellers are looking for unique, well-curated assortments, convenience and seamless shopping experiences, reinforcing the importance of omnichannel integration.

“We are also seeing a growing preference for sustainability-driven brands and digital-first interactions, underscoring the need for retailers to adapt to evolving consumer expectations.”

Elaborating on the latest consumer dynamics, 3Sixty highlights how value continues to play a vital role in purchasing decisions against the backdrop of prevailing macro-economic trends.

Grab & go offers present opportunity at larger airports where time is more limited, notes Anson, while demand for high-end beauty, skincare and fragrances remains strong, with consumers prioritising premium experiences.

He also highlights rising demand for health-conscious products, organic beauty and sustainable brands, and alongside this, a consumer drive for exclusive airport-only collections and limited-edition products, driving impulse purchases and premium spending.

In the vital spirits & wines sector, value for money remains a core driver, with competitive pricing and tailored promotions a big focus.

Personalisation and digital engagement also matter more than ever. “Travellers expect curated offers and digital touchpoints that enhance their shopping journey,” he says.

With these dynamics in mind, brands have an important role to play in helping the retailer drive conversion. They can enhance the business opportunity by ensuring travel retail “remains competitive in terms of value for money”, enhance storytelling and experiential retail “to captivate travellers and create immersive brand moments” and help “optimise product exclusivity and personalisation to align with evolving consumer expectations”, says Anson.

Other elements to which they can contribute, he adds, are in strengthening omnichannel strategies “to bridge pre-travel engagement with in-airport purchasing” and investing in sustainability initiatives that resonate with the growing eco-conscious traveller segment.

With many projects taking shape and investment in shopper engagement across channels deepening, Anson is upbeat about the prospects for 2025.

“We remain optimistic about 3Sixty’s continued growth and strategic expansion across the Americas. While macroeconomic challenges persist, the travel retail industry is demonstrating resilience, with increased passenger volumes and demand for premium retail experiences.”

*This article first appeared in The Moodie Davitt Magazine. Click here for access and turn to page 52.