Globally, airports face three key NAR pressures:
To respond to these pressures and raise its competitiveness, Auckland Airport needed a truly omnichannel solution with a single sign-on point for customers where they could access an expanding offer of retail and airport services - anytime, anywhere.
“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.”
Richard Barker, General Manager Retail and Commercial Auckland Airport.
Auckland Airport processes over 19 million passengers per year and hosts over 70 stores and F&B outlets across its two terminals (International and domestic). The airports development program is focused on transforming Auckland Airport into a world-class travel experience. The airports loyalty program, Strata Club, enables travellers to earn points when they shop or dine with Strata Partners at the airport, shop online on The Mall, or book parking online.
an enhanced experience that delights the passenger, encouraging them to spend more and creating a stronger link with the airline
carrying pre-ordered F&B greatly reduces the total weight carried on-board and vastly reduces the amount of unused/returned stock.
the passenger’s pre-ordering of their preferred F&B means that less is wasted.
With shoppers more digitally connected that ever and demanding more from every shopping experience, The Mall was designed to place the Auckland Airport shopping experience in the hands of both domestic and international passengers at any stage of their journeys, offering 24/7 accessibility. The airport provides seamless delivery through a flexible platform that can be readily expanded and adapted to create and incorporate new and sustainable revenue streams, evolving to the needs of both the customer and the airport and its retail partners.
The revenue opportunity is radically expanded from the traditional dwell time (typically 1-2 hours) to a 24/7 opportunity to engage and inspire. The platform’s promotion engine provides both online and offline offers.
The digital approach enables AKL to develop stronger relationships with its retail and service partners while gaining closer control of its NAR performance
Members of AKL's Strata Club loyalty program can earn and burn on the platform.
Accessibility is further expanded through integration with other platforms (such as WeChat) and even enables consumers to shop from the social network without accessing The Mall directly.
The platform is easy to edit, enabling the rapid onboarding of additional retailers and sales channels and updates across the whole offer.
The platform can be integrated with any of the airport’s existing legacy systems and, in its growth, it can adapt to the airport’s evolving needs, such as customer demands for new brands/products, services etc. and the integration of further technical advances.
For the airport:
For the retailer:
For the customer:
Perfectly tailored to the needs of Auckland International Airport, the Omnevo Downtown Tax Free Shopping Suite is an innovative, industry-leading demonstration of the capabilities and versatility of the Omnevo Digital Suite. By implementing a powerful, state-of-the-art digital platform, Auckland International Airport is further strengthening its non-aeronautical revenue streams and making its business model both digital-ready for further expansion and future-proof.
The airport’s customers benefit from an expanded offer and a seamless service that makes shopping quick, convenient and enjoyable, while creating significant and appealing savings for them. Right from its launch the new platform inspired delight among customers, inspiring growth in conversion, larger baskets, higher service ratings and greater loyalty. For Auckland International Airport and its retail partners, Omnevo’s solution delivered greatly enhanced operational efficiencies alongside stronger, more stable revenue streams and opportunities for future growth.
For the airport, its retailers and customers alike, the launch of this new digital experience has proven to be a remarkable success, establishing new performance benchmarks and equipping Auckland International Airport with a powerful new capacity and competitive advantage to guide and grow its future performance.
