The Challenge
Transforming the Airport Experience While Driving Revenue
Frankfurt Airport set its sights on revolutionising the airport experience by embracing digital transformation. The goal was to significantly grow non-aeronautical revenue (NAR) streams while meeting the rising expectations of today’s digitally savvy passengers. With travellers seeking more choice, freedom, and control over their journey, Fraport aimed to become a pioneer in omnichannel airport retail, seamlessly blending the physical and digital realms to enhance the passenger experience.
Key challenges included breaking down operational silos, integrating multiple retailer systems, and delivering a consistent, personalised customer journey from booking to departure.
About Frankfurt Airport
Frankfurt Airport is Germany’s primary international airport and one of the busiest hubs in Europe. Located in Frankfurt, Germany’s fifth-largest city, the airport is renowned for its operational excellence and commitment to enhancing the passenger experience. As a key player in global aviation, Frankfurt Airport continues to innovate and lead the way in digital transformation. The airport serves as a major hub for international travel, connecting millions of passengers annually to destinations around the world. Fraport AG, the company that manages Frankfurt Airport, is dedicated to delivering world-class infrastructure, exceptional customer service, and sustainable growth through continuous innovation and digital solutions.
"Together with AOE-Omnevo, we faced the enormous challenge of transferring our offering into the digital era. The result is a unique solution for the travel and retail industries that unites complex on- and offline services and provides the optimal travel experience for our customers, regardless of whether they want to shop, merely inform themselves, or use our numerous services."
The Solution
Fraport partnered with Omnevo to create a fully integrated, end-to-end ecommerce platform that connects passengers to the airport 24/7. Within just twelve months, Omnevo delivered a robust online mall concept for Frankfurt Airport, integrating over 30 systems, including CRM, product information management (PIM), and the Fraport Loyalty Programme.
The result is a dynamic digital marketplace that unites hundreds of retailers and thousands of brands under a single, seamless ecosystem. This omnichannel platform enables passengers to shop, browse, or access airport services anytime - at home, en route, or even up to 45 minutes before departure.
Strategic Priorities
By leveraging a comprehensive commerce suite, Omnevo empowers Fraport to optimise revenue streams, personalise customer interactions, and drive sustainable growth beyond aeronautical income.
Delivering a seamless, data-driven shopping experience across all touchpoints, ensuring consistency, convenience, and maximised engagement from booking to fulfilment.
The Results
The transformation has established Frankfurt Airport as a global leader in digital airport retail, enhancing the passenger journey while driving substantial revenue growth. The omnichannel platform extended revenue opportunities beyond traditional airport dwell times, creating a continuous 24/7 shopping experience.
For passengers, the platform offers unparalleled convenience, with personalised recommendations and a seamless shopping experience across all touchpoints. The integration of loyalty programmes and targeted marketing has fostered stronger relationships and increased customer retention.
For Fraport, the data-driven approach has led to higher conversion rates, optimised operations, and enhanced brand perception—positioning the airport as more than just a transit hub but a global shopping destination. Despite the aviation industry’s challenges in 2020, Frankfurt Airport extended its contract with Omnevo for five additional years, reaffirming its commitment to digital innovation and future-proofing its revenue streams.
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