What: Buzzfeed, the US-based website, is venturing into physical retail through new stores in US airports.

Why it is important: Every brand is now going into retail to monetize its customer’s awareness. This can be seen both as a threat by traditional retailers, or an opportunity as this could be bringing a new proposal and generate interesting partnerships.

Buzzfeed, the digital media company known for personality quizzes or Tasty videos, has teamed up with Stellar Partners, a travel retail operator, in order to launch Buzzfeed News-branded convenience stores in airports across the US.

The stores will support local businesses and stock up magazines, travel supplies, snacks, beauty products, lifestyle items, and will also allow to stay connected with the world by checking the latest news and entertainment on Buzzfeed monitors throughout the store.

The goal is to “utilise the data-driven research and insights to give consumers a curated travel experience”.

Buzzfeed is moving into physical retail