The Challenge
To Craft a Digital Retail Experience to Increase Passenger Spend
Auckland Airport faced a decline in non-aeronautical revenue (NAR) per passenger, driven by shifting consumer behaviours and the rise of digital shopping. Passengers were browsing physical stores less, while growing expectations for personalised, seamless retail experiences put pressure on travel retail to innovate. To stay competitive, Auckland Airport needed an omnichannel solution that enhanced customer engagement, integrated digital platforms, and aligned airport retail with modern consumer demands for convenience and personalisation.
About Auckland Airport
Auckland Airport is New Zealand’s largest and busiest airport, processing over 19 million passengers annually. It serves as a key gateway to the Asia-Pacific region and hosts more than 70 retail and F&B outlets across its international and domestic terminals. Committed to innovation and passenger-centric solutions, the airport is undergoing a major development programme to transform into a world-class travel hub. With a strong focus on technology and convenience, Auckland Airport offers seamless digital services, including its Strata Club loyalty programme, which rewards travellers for shopping, dining, and booking services both at the airport and online via The Mall.
"The Mall offers a best-in-class digital retail experience—not just in travel retail, but across the whole market. Since its debut, we have seen a 20% month-on-month growth in e-commerce sales (pre-COVID) and our downtown business has nearly doubled in volume. This is the next evolution of our business."
The Solution
Auckland Airport partnered with Omnevo to launch The Mall, a best-in-class digital retail platform designed to deliver an unparalleled shopping experience for both domestic and international passengers. The Mall offers 24/7 accessibility, allowing passengers to shop at any stage of their journey - from home, en route, or at the airport - with seamless delivery and flexible pick-up options.
The platform radically extends the traditional retail window from limited dwell times to a continuous engagement opportunity. It integrates personalised promotions, loyalty programme benefits through Strata Club, and cross-platform accessibility via social channels like WeChat. The Mall's flexible infrastructure enables rapid onboarding of new retailers, easy updates to the product offer, and integration with Auckland Airport’s legacy systems, ensuring a future-proofed, adaptable solution.
Strategic Priorities
Raise NAR Performance:
Delivering an enhanced, personalised shopping experience that encourages passenger spending and strengthens brand loyalty.
Grow Customer Engagement & Loyalty:
Seamlessly integrating pre-ordering and loyalty programmes to increase passenger satisfaction and repeat business.
Enhance Competitiveness & Brand Image:
Positioning Auckland Airport as a leader in digital travel retail through innovative solutions that meet modern consumer demands.
The Results
Since implementing Omnevo’s digital solution, Auckland Airport has seen transformative growth in its non-aeronautical revenue streams. Last year, revenue increased by 30% compared to the previous year, while order count went up by 23%. Pre-COVID, The Mall experienced a 20% month-on-month increase in e-commerce sales, while downtown business volumes nearly doubled. The integration of off-airport retail has significantly expanded the customer base and strengthened Auckland Airport’s brand image as a leader in travel retail innovation.
For passengers, The Mall offers an omnichannel purchasing experience with the convenience of duty-free and tax-free shopping, flexible pick-up options, and seamless integration with the Strata Club loyalty programme. This enhanced digital journey has driven higher conversion rates, increased average basket sizes, and improved customer satisfaction.
Operationally, the platform provides Auckland Airport with greater control over its NAR performance, enabling real-time data insights and stronger relationships with retail partners. Retailers benefit from increased visibility, access to new customer segments, and opportunities for targeted marketing campaigns.
Want to find out more?
Book a discovery call to find out how we can help you increase revenue, delight passengers and improve operational efficiency.
