The aim of this thesis is to investigate the latest challenges and trends in airport retail using the practical example of Copenhagen Airport. Driven by the steadily increasing cost pressure on European airports, operators need to develop new sources of revenue. The greatest po-tential in generating additional revenue to combine reasonable income with high profitability can be found in the non-aviation sector, particularly in the travel retail segment. The re-search, however, revealed that airport retail is not always a fast-selling item. The market experiences extensive challenges driven by advanced airline retail activities or online sales developments.
In order to face the recent challenges, the importance of commercial revenues for airport operators needs to be evaluated firstly. Moreover, characteristics and specialties of travel retail have to be analyzed. Based on that, the thesis explores some of the key factors, such as market trends, economical changes and technical developments, which are leading to an ever-challenging environment for airport retail managers. Finally, the research paper aims at elaborating resulting challenges and future opportunities by providing new ideas and solutions in optimizing airport retail for European airports in general and Copenhagen Airport in particular. To conclude the master’s thesis, a summary is presented reviewing all findings.
The overall research results reveal that Copenhagen Airport’s retail philosophy has adapted to the dynamic changes in the airport retail segment. However, there remains significant room for further improvement in order to combat future challenges on the travel retail mar-ket. Furthermore, my results and recommendations can be transferred to the benefit of other airport retail managements as well.
Table of Contents
1 – Introduction
1.1 Scope and Objective
1.2 Approach and Methodology
2 – Airport Revenue Structure, Retail & Processes
2.1 Airport Income
2.1.1 Aeronautical Revenue
2.1.2 Non-aeronautical Revenue
2.1.3 The Increasing Importance of Commercial Revenue
2.2 Airport Retail
2.2.1 The Significance of Airport Retail
2.2.2 Retail Categories
2.2.3 Airport Retail Calls for Modifications
2.3 Setting the Scene for Airport Retail
2.3.1 The Airport Travel Chain and Passengers Mindset
2.3.2 Shopping Motivation and Impulse Buying Tendency
3 – The Airport Retail Business – Concepts under Pressure
3.1 Different Perspectives but one Direction
3.2 Airline’s Ancillary Revenue Growth Efforts
3.2.1 Airlines Push Limits of Selling Onboard
3.2.2 Communication Beforehand
3.3 Airport Retailers on the Move
4 – Facing Future Challenges at Copenhagen Airport
4.1 Copenhagen Airport – The Vision of Retail Business Excellence
4.1.1 CPH – An Airport Profile
4.1.2 CPH and the Status Quo of European Airport Retail
4.1.3 Airport Vision and Strategic Focus Areas
4.2 Extraordinary Customer Experience
4.2.1 Airport Shopping has gone Digital and Mobile
4.2.2 Engaging Customers with Social Media
4.2.3 ‘CPH Advantage’ meets ‘Earn & Burn’
4.2.4 Redefining Luxury at CPH
4.3 Competitiveness
4.3.1 Advantage through customer surveys
4.3.2 Customer Segmentation and Service
4.3.3 Competing with Downton Retail
4.4 Efficient Operations
4.4.1 Security Control can make the Difference
4.4.2 Improved Passenger Guidance
4.4.3 Passenger Relaxation as a Booster for Retail
4.4.4 Successful Airport – Retailer Collaboration
5 – Management Recommendations
5.1 Competitiveness
5.2 Extraordinary Customer Experience
5.3 Efficient Operations
6 – Conclusion
Objectives and Core Topics
This thesis explores the challenges and trends in the airport retail sector, utilizing Copenhagen Airport as a primary case study. It investigates how airport operators can optimize commercial revenues amidst increasing competition from airlines and digital retail, while addressing shifting passenger behaviors and the need for personalized customer experiences.
- Strategic revenue optimization in airport retail environments.
- The impact of airline ancillary revenue efforts on traditional airport shopping.
- Implementation of digital and mobile solutions to enhance customer engagement.
- The influence of passenger travel chains and psychological stress factors on purchase behavior.
- Best practices in airport-retailer collaboration and customer segmentation.
Excerpt from the Book
2.3.1 The Airport Travel Chain and Passengers Mindset
Revenue from non-aviation activities in general and airport retailing in particular are inextricably linked with the characteristics and quality of passenger processes and the proper infrastructure setup (Keidel 2010, p. 136). Since passengers are the centerpiece of retail activities, airport operators have to establish ideal conditions for customers to reach the highest possible outcome from commercial facilities (Wolley 1996, p. 38 ff.).
In order to make the various influencing factors on passengers more comprehensible, I am going to examine the different stages passed by commercial flyers through their journey. Figure 2.9 on the following page depicts the passenger processes within an airport terminal in a simplified manner. According to Freathy/O’Connell (1998) and von Dietmann (2008) the process is subdivided into certain stages. The traditional travel chain at the airport finds his starting point at the arrival of the passenger at the terminal. Having accessed the airport terminal hall, a period of orientation is initiated. This phase is of high importance for any airport operator, as this dominates the first impression and is therefore influencing the whole travel experience. Thereafter passengers are directed to the check-in desks. At this stage, the number of available check-in desks, operational speed of service personnel and the length of waiting lines are key factors influencing traveler’s wellbeing. In a next step, passengers leave the landside section of the airport and have to pass through security control. In case of international flights (Non-EU travel) immigration control has to be conducted before or after security check as well. Again, waiting time and passenger treatment have a vital effect on the overall airport experience. Upon passing the necessary control points, passengers are finally processed to departure gates via airside departure lounges (von Dietmann 2008, p. 75 ff.).
Summary of Chapters
1 – Introduction: Outlines the structural transformation of the airport industry and defines the research scope regarding revenue diversification at Copenhagen Airport.
2 – Airport Revenue Structure, Retail & Processes: Provides the theoretical framework for airport income classification and explores the psychological factors governing passenger shopping behavior.
3 – The Airport Retail Business – Concepts under Pressure: Analyzes the rising competition from airlines in the ancillary revenue market and the subsequent pressure on traditional airport retail.
4 – Facing Future Challenges at Copenhagen Airport: Evaluates CPH’s specific strategic approaches, including digital initiatives and loyalty programs, to maintain retail competitiveness.
5 – Management Recommendations: Offers practical strategies for airport operators to enhance customer experience, competitiveness, and operational efficiency.
6 – Conclusion: Summarizes the key findings and highlights the necessity of a redefined triangular relationship between airports, airlines, and retailers.
Keywords
Airport Retail, Non-aeronautical Revenue, Copenhagen Airport, CPH, Travel Retail, Passenger Behavior, Impulse Buying, Ancillary Revenue, Digital Shopping, Customer Loyalty, CPH Advantage, Airport Management, Aviation Management, Retail Strategy, Passenger Experience
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on investigating modern challenges in airport retail, specifically how airports can optimize non-aeronautical revenue and maintain competitiveness against increasing airline retail activities.
What are the primary themes discussed?
The themes include the shift in airport revenue models, the impact of the 'passenger travel chain' on shopping behavior, digital transformation, and the importance of strategic collaborations between airports and retail partners.
What is the primary research objective?
The goal is to determine how airports can address recent market changes and evolving consumer demands to ensure sustainable retail success, using Copenhagen Airport as a role model.
Which scientific methodology is applied?
The research is based on a comprehensive literature review combined with a qualitative case study of Copenhagen Airport, incorporating personal observations, financial data analysis, and corporate strategy assessment.
What topics are covered in the main body?
The main body treats theoretical frameworks of airport income, the competitive relationship between airlines and airports, and detailed management measures implemented at CPH to foster retail growth.
Which keywords best characterize this research?
Keywords include Airport Retail, Non-aeronautical Revenue, CPH Advantage, Passenger Behavior, Ancillary Revenue, and Digital Transformation.
How does Copenhagen Airport specifically address the 'captive audience' of travelers?
CPH focuses on a 'World Class Hub' strategy that optimizes passenger flow, reduces stress through clear guidance, and utilizes digital tools like the 'CPH Airport' app to provide personalized shopping offers during the 'golden hour' after security.
What role do loyalty programs play in the CPH retail strategy?
The 'CPH Advantage' loyalty program and the 'Earn & Burn' platform are central to gathering big data on passenger preferences, allowing for personalized communication and incentivizing higher spending through real-time rewards.
- Citar trabajo
- Diplom-Kaufmann Sebastian Wagner (Autor), 2014, Hunting for Airport Revenue Optimization, Múnich, GRIN Verlag, https://www.grin.com/document/285452
