Who Is Innovating in Airside Retail
Delivered April 8, 2017 · Contributor: Gamin S.
Thank you for the opportunity to dive deeper into airside retail and its innovations worldwide. As you requested, I focused attention on communication and technology innovations meant to improve customer service.
I searched the past year for the most current information and found a variety of publications listing new airside retail technologies meant to improve the customer experience. I list my findings here in no particular order.
iShopChangi, Rewards Programs, Apple Stores, Passenger Data Analysis
- Changi Airport (Singapore): Introduced iShopChangi, an e-commerce platform that allows travelers to pre-order duty-free products at home. Also launched Changi Rewards, a royalty program usable via mobile app, allowing shoppers to earn points redeemable for vouchers or miles.
- Sydney Kingsford Smith Airport: This historic airport is undergoing a multibillion-dollar modernization project, with a strong focus on improving the passenger experience.
- Dubai International Airport: The world's busiest airport for international passenger traffic recently added two large Apple Stores in Terminal 3. The airport has also used boarding pass data to analyze customer demographics and shopping habits—for example, identifying that Chinese travelers prefer luxury products from brands like Estée Lauder and Lancôme.
"Uber" for Airport Staffing
Blackjack, a UK-based staffing solutions company, launched the Airline and Airport People (AAP) app. Designed to address last-minute staffing issues, the app allows airside retailers to access a database of pre-cleared personnel. According to Blackjack’s Managing Director, the tool helps maximize opportunity for both retailers and airports while improving customer experience and driving sales.
Technology to Assist in Premium Watch Sales
In January 2017, Bahrain Duty Free announced the opening of a new premium watch boutique using design and technology to attract buyers. Features include a warm, contemporary interior and high-tech digital screens at the entrance to enhance brand visibility and support the customer journey through the departures retail area.
Virtual Shopping Walls and Bluetooth Beacons
According to Global Real Estate Experts, people are spending more time in transit zones, and travel retail is growing at an 8.4% compound annual growth rate. Technology solutions already in place at several airports include:
- London Gatwick, New Delhi, Frankfurt: Travelers can scan QR codes from virtual shopping walls using their smartphones and purchase goods instantly.
- Copenhagen, Shanghai Hongqiao, Miami: Bluetooth beacons transmit targeted alerts to passengers’ smartphones about discounts and special offers, encouraging on-the-spot purchases.
Thank you for the opportunity to research this timely and interesting topic! I enjoyed learning about these technological efforts by airports, and I hope the examples, summaries, and links proved useful in your endeavor.