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Airport Retail

Airport Retail. Bargain or …. ASDC. (ARLANDA SCHIPHOL DEVELOPMENT COMPANY AB). Anne-Marie Zuidweg Managing Director. DFNI Scandinavia & Baltic conference, Riga 9 nov 2010. Retail and F&B Operators. Retail Management Company. Arlanda Schiphol Development Company AB (ASDC) Set-up:

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Airport Retail

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  1. Airport Retail Bargain or …..

  2. ASDC (ARLANDA SCHIPHOL DEVELOPMENT COMPANY AB) Anne-Marie ZuidwegManaging Director DFNI Scandinavia & Baltic conference, Riga 9 nov 2010

  3. Retail and F&B Operators Retail Management Company Arlanda Schiphol Development Company AB (ASDC) Set-up: A Joint Venture between Swedavia and Schiphol Group (60% Swedavia, 40% Schiphol Group), started in 2004 Scope: ASDC manages and develops all activities in the terminals at Stockholm Arlanda Airport and Göteborg Landvetter Airport with regards to: - Retail - Food & Beverage - Commercial Services Mission & Vision:We create commercial environments at airports, which maximise sales and income per departing passenger. Through an integrated approach, joining competence and expertise in the area of: - Marketing - Business Development - Retail Management (account strategy)

  4. Two airports – two markets • 8 million Dep PAX • 16 000 sqm • International gateway • Stockholm profile • Regional & national function • 4 terminals, 7 marketplaces • Narrow building structurerepetition of concepts • 2 million Dep PAX • 3 000 sqm • Regional airport • Westcoast profile • Strong relation to city • 1 terminal, 2 marketplaces • Potential to create single commercial space

  5. The non-aviation potential Schiphol Group Annual report 2009 Primary source of revenue  Aviation Stable Capped Industry pressure Secundary sources of revenue  Non Aviation Growth High margin Room for expansion and optimisation

  6. The power of airport retail High revenue, High cost of presence, High effectiveness, High complexity, Low loyalty High awareness High degree of regulation

  7. All airports are different

  8. The issues today Retailplanning Positioning ? USP

  9. Retail planning Profilers Uniqueness Deli Design Fashion Airport Core Bars Foodcourts Conversion Airport Classics Basic offer Convenience store Money exchange Café/Snacks

  10. Profile Local brands Airport unique concepts Adjusted assortment Sense of place Design & architecture Service Good tax free offer NOT: Mono-branded stores International luxury brands

  11. Retail portfolio

  12. Luxury ’Lagom’variety Retailplanning

  13. Providing reasons to shop Passengers Meeters & Greeters Visitors Personnel Have to be at the airport CONSUMERS Want to be at the airport

  14. Premium Price Positioning Service, brands, airport pulse, ambience, opportunity……

  15. The bright side of travel

  16. Shock .. % of passengers fully aware of rules taxfree

  17. Confusion • 45% is aware of price advantage tax free • 45 • 30% thinks airport shopping is only allowed on trips outside the EU

  18. Mixed signals • ’High end environment’ with Premium brands vs a price advantage on core categories • Liquids & gels, sealbags, confiscation • One bag rule • Alcohol monopol & export rules (local)

  19. Tax free ? USP

  20. Wheredowe go from here? ?

  21. In Sweden: more ’easy’ retail • Terminal 5 project • Open character • Ease of navigation(commercial & operational) • Single space • Brands in the lead • Comfortable environment • Airport Pulse

  22. In Sweden: basic campaigns • Image & ambiance • Clarity of offer

  23. In the industry? We share a confused customer, struggling to understand rules & regulations We share the need for a clearer communication about tax free (and other regulations) Operators differ in the selection of a brand mix, based on passenger profile or competence We all need to provide new reasons to shop, at every passenger journey.

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