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Mastering Airport Retail
Roadmap to New Industry Standards
Contents                                                                                 Foreword

Executive Summary......................................................... 1             Over the past five years, the efforts of the airports to develop
                                                                                         revenue from non-aeronautical sources have driven strong growth
Demand Dynamics and Offer Development                                                    in the airport retail sector. The sector will become all the more
Securing Strong Market Growth . .................................. 2                     strategic as the decline in air traffic forces airports to reduce
                                                                                         their dependency on airline fees. Airports are battling to improve
Key Success Factors for Optimizing                                                       performance and optimize the management of concessions,
Airport and Operator Performance . .............................. 4                      while retail operators face the challenge of responding to the
                                                                                         airports’ new expectations and growing competition.
Focus on Operator’s Financial Robustness,
Offer Flexibility and Operational Performance. ............ 8
                                             .                                           This study by Arthur D. Little, based on a comprehensive industry
                                                                                         outlook and substantial experience in travel retail strategy
New Industry Standards Creating Turbulence                                               consultancy for key clients in the Travel & Transportation sector,
in the Value Chain............................................................. 9        provides an insight into some of the key questions for the sector:

Conclusion....................................................................... 12     n	How    can airports maximize retail revenues and what are the
                                                                                              best practices from the top-performing airports?
Contacts........................................................................... 13
                                                                                         n	   How have airports’ expectations of retail operators changed?
                                                                                         n	What     impact will the new rules of the game have on the
                                                                                              value chain and what challenges will industry players face
                                                                                              in the long term?




Authors:
Vincent Bamberger, Aurélia Bettati, Stefan Hoeffinger, Thomas Kuruvilla, Vincent Wille.
Mastering Airport Retail




Executive Summary

After five years of strong growth, prospects for airport retail in the mid-term remain positive even if
forecasting seems to be a risky exercise in this current climate. Arthur D. Little forecasts duty-free sales
will be 6 points above traffic forecasts for the period 2008-2012 (using IATA December 2008 forecasts
of +2%, we estimate duty-free sales could grow by up to 9% over the period): duty-free sales should
be one of the key drivers to compensate for the effects of the downturn for airports.

To sustain growth and outperform the market in the coming years, airports and operators will need
to focus on five key success factors:
n	Developing    the density of the retail surface to maximize performance
     (sales per departing passenger).
n	   Adapting the offer to reflect the passenger profile.
n	Using   a range of approaches to convert browsers into buyers, and to increase time spent shopping.
n	   Extending their price advantage over city-center retailers.
n	Expanding     customer target groups to include non-travelers and arrival passengers, and diversifying
     distribution channels.

As part of their drive to optimize performance, airports are applying new criteria in their assessment of
operators tendering for concession contracts. Operators’ local know-how and the way they leverage it to
propose the highest concession fees is no longer as important as it has been; airports are increasingly looking
for operators who can demonstrate financial robustness, strong offer flexibility, international know-how and
high-quality operational performance. These changes in airports’ expectations reinforce global operators’
competitive advantage. Indeed, the trend among operators towards internationalization and consolidation
helps them reach a critical size, allowing them to improve their professionalism, increase their buying power,
extend their brand portfolio and offer very competitive and robust concession fees. In order to survive, local
operators are repositioning themselves in niche categories or at regional airports or entering joint ventures
with global operators. In the long term, however, these smaller operators are strongly exposed.

These developments however do not guarantee a monopoly for global operators in future. Airports are
increasingly seeking out new business models in order to optimize their revenues and Arthur D. Little expects
to see international airports claiming a greater stake in the value chain through the development of joint
ventures between airports and global operators. Ultimately, it is the ability of airports and operators to
collaborate effectively that will determine their success in realizing the potential of the airport retail market.




                                                                                                                                      1
Mastering Airport Retail




Demand Dynamics and Offer Development
Securing Strong Market Growth

      Figure 1. Duty-free airport retail dynamics (2002-2012e)


        Sales per category                        CAGR 2002-2008e                 Trend 2008e-2012e            Drivers


        Perfumes  cosmetics                              +17%                                                 n   C
                                                                                                                    osmetics booming market (skincare, make-up)


        Alcohol                                           +12%                                                 n   R
                                                                                                                    estriction on liquids compensated by high-end offer development


        Tobacco                                           +7%                                                  n   H
                                                                                                                    ealth awareness policies compensated by traffic growth

                                                                                                               n   Dedicated surface increase
        Fashion  accesories                              +12%
                                                                                                               n   O
                                                                                                                    ffer enlargement
                                                                                                               n   Concept improvement
        Confectionery  fine food                         +16%
                                                                                                               n   L
                                                                                                                    ocal destination products development

        Duty free airport retail                          +13%



      Annual growth             0-5%                 5-10%                       10%

      Source: Generation Research (2002-2007), IATA traffic forecasts (12/08), eArthur D.Little estimates. Note: forecasts in USD excluding landside sales




The last five years have been an outstanding period for airport                                          Beyond the impact of the economic slowdown in the short-
retail with average annual sales1 growth of 14% (including                                               term, Arthur D. Little is confident that the mid-term prospects
duty-free and duty-paid sales), driven mainly by airports’                                               for the industry will remain positive and forecasts an annual
strategy to develop non-aeronautical revenues. In order to                                               growth in duty-free sales approaching 9% for the years
secure targeted return on investment, airports now aim to                                                2008-2012 (see figure 1) using IATA December 2008
achieve 50% of revenues from non-aeronautical sources,                                                   traffic forecasts (+2% for the 2008-2012 period).
with retail representing the main source.
                                                                                                         At a time of crisis, the main driver of the duty-free retail growth
As a result, airports have increased the space dedicated to                                              will be the airports’ retail performance improvement: it should
duty-free shops significantly, focusing largely on core business                                         ensure a 6-point increase compared to the traffic growth.
categories (Perfume  Cosmetics, Alcohol and Tobacco).
This has led to the development of shopping malls, such as                                               “ hough the impact of the economic slowdown
                                                                                                          T
the 25,000m2 retail project at Beijing Airport Terminal 3.                                                remains uncertain, we forecast annual growth in
                                                                                                          duty-free sales approaching 9% for 2008-2012.”




1
    Shops’ sales and not airport revenues (royalties) for the period 2002-2007
2
    IATA forecast of December 2008



2
Mastering Airport Retail




Demand Dynamics and Offer Development Securing Strong Market Growth



However, the growth prospects are hiding
different category dynamics (see figure 2):                          Figure 2.  uty free airport retail category mix evolution
                                                                               D
                                                                               (2008e vs. 2012e) in %
Perfumes  Cosmetics remains the must-have category
for airports, with strong growth prospects driven mainly by                             2008e                             2012e
                                                                                Duty free airport retail:         Duty free airport retail:
a growing demand for cosmetics (skin care and make-up)                                 21Mds $                           29Mds $
and an optimum “profitability vs. space allocated” ratio,
guaranteeing high concession fees to the airports.                                            9                                  10
                                                                                   29                                 28
Fashion  Accessories has been a strong growth driver                                               38                                40
for the past five years thanks to an enlargement of airports’                       9                                 7
offer (space dedicated to this category, brand portfolio, etc.),                         16                                 15

a development of brands’ direct operations and an upgrading
of shops’ merchandising and concepts. Although the economic                        Perfumes  cosmetics               Alcohol
slowdown will have the greatest impact on this category                            Tobacco                            Fashion  accessories
                                                                                   Confectionary  fine food
(especially luxury products) in the short term, Arthur D. Little
forecasts very positive growth in the mid-term due to current
                                                                      Source: Generation Research (2002-2007), IATA traffic forecasts (12/08)
segment immaturity.                                                   e
                                                                       Arthur D.Little estimates. Note: forecasts in USD excluding landside sales


Confectionary  Fine Food is the new growth driver benefiting
from an increasing demand for local destination products            “ erfumes  Cosmetics remains the must-have
                                                                     P
(gift items) and the improvement in delicatessen concepts.           category for airports. Confectionary  Fine Food
Our forecasts predict strong, double-digit growth for the
next five years.
                                                                     is the new growth driver.”

Two traditional categories, Alcohol and Tobacco, have lost market
share (from 29% of duty-free sales in 2002 to 24% in 2008)
compared with the other categories, suffering from a shift
in consumption habits (health awareness) and toughening
regulation (on liquids, on smoking, on advertising, etc.).
However, growth prospects remain stable-to-positive thanks
to the development of high-end products (single malt whisky,
cigars, etc.).




                                                                                                                                                   3
Mastering Airport Retail




Key Success Factors for Optimizing
Airport and Operator Performance

      Figure 3.  etail sales/departing passenger and density for panel of major European airports in 2008
                R

      Sales* (€ / departing passenger)

      25

                                                                   Maturity level
      20


      15


      10


       5


       0
       –                       200                   400                   600             800           1000           1200            1400              1600

                                                                           Density* (m /MIO departing passengers)
                                                                                      2


      *Including airside and landside sales, excluding food and beverage
      Source: Arthur D. Little Benchmark (among 9 major European hubs)




Apart from optimizing the category mix and upgrading shops’                                  Best-in-class airports have already reached this level
concepts (marketing, merchandising, etc.), Arthur D. Little                                  of maturity, first by saturating the core business offer
has identified five key success factors that will enable airports                            (average density target of 400-600m2 per million departing
and operators to meet and outperform growth forecasts.                                       passengers) and then by giving more space to offer
                                                                                             diversification: Fashion  Accessories, Confectionary
Developing the density of the retail surface                                                  Fine Food, etc. (see figure 4 on page 5).
until maturity
Retail surface development is the major performance lever
                                                                                             “ rthur D. Little research identifies a maturity
                                                                                              A
for airport retail and delivers higher sales provided average                                 target level of 1,000-1,200m2 per million departing
surface density (m2 per million departing passengers)                                         passengers, which guarantees sales of €18-20
does not result in offer saturation.                                                          per departing passenger.”
Presently, average density in major European hubs is around
600m2 per million departing passengers3. Arthur D. Little
research identifies a maturity target level of 1,000 -1,200m2
per million departing passengers, which guarantees sales
of €18-20 per departing passenger, depending on traffic
quality and airport configuration (see figure 3).




3
    Excluding Food  Beverage, on airside and landside area



4
Mastering Airport Retail




Key Success Factors for Optimizing Airport and Operator Performance




    Figure 4.  urrent average spending per passenger and density on key categories – 2008 European benchmark
              C

    Sales* (€ / departing passenger)
    6€


                                                                       Perfumes and cosmetics
    4€



    2€                                                                            Alcohol and tobacco              Fashion and accessories



              Confectionary and fine food



         50                                                   100                                          150                                     200

                                                                   Density (m /MIO departing passengers)
                                                                              2



    Source: Arthur D. Little Benchmark (among 5 major European hubs)




Adapting offer to passenger profile                                                   Many airports, for example, have recently introduced
                                                                                      well-known, mid-end brands to the Fashion  Accessories
Reproducing a standard duty-free offer at every airport is
                                                                                      category (e.g. Zara and Mango in AENA airports, Massimo
no longer relevant. Adapting the offer, e.g. price (high-end
                                                                                      Dutti in Brussels Airport, Esprit and HM in Schiphol Airport,
vs. mid-end), brands, products (color, size, etc.), to the
                                                                                      etc.) to meet the demands of EU leisure passengers.
passenger profile is now a key lever for optimizing revenues.
                                                                                      Aéroports de Paris, for its part, has developed a concept
As a result of market studies and surveys, airports and
                                                                                      in high-end cigars, “Cave à cigares” to optimize sales to
                                                                                                                           ,
operators are now better placed than ever to select the
                                                                                      high-end passengers in a generally standardized core
most appropriate mix according to passenger destinations.
                                                                                      business category.
“ any airports, for example, have recently
 M
 introduced well-known, mid-end brands to
 the Fashion  Accessories category to meet
 the demands of EU leisure passengers.”




                                                                                                                                                        5
Mastering Airport Retail




6
Mastering Airport Retail




Key Success Factors for Optimizing Airport and Operator Performance



Optimizing passenger footfall                                         Expanding customer target groups
                                                                      and diversifying sales channels
Two key objectives for airports are to increase the conversion
rate and to increase time spent shopping.                             The Arthur D. Little study highlights the ambition of some
                                                                      airports to expand their customer target groups to include:
The Arthur D. Little study demonstrates the need for airports to:
                                                                      n	    on-travelers,
                                                                           N               by developing landside retail and
n	    osition “must-buy”
     P                     products (core business categories)             implementing the “   Airport City” concept. This model
     immediately after security checkpoints to ensure passengers           is successful when supported by a good transport
     complete their pre-planned buying first and therefore feel            infrastructure linking the airport to the city center,
     more comfortable when entering the second group of                    and increases retail revenues by offering a complete
     boutiques (diversification categories).                               range of everyday services and shops, such as
n	    apture
     C        those passengers that spend less time airside                pharmacy, post office, supermarkets, etc.
     (business travelers, for example) by positioning last-minute     n	    rrival
                                                                           A       passengers, by positioning “shop on arrival”
     offers for top-selling brands in core categories near boarding        after security checkpoints but within the trans-border
     gates, as seen in the “Vizzit” concept at Schiphol Airport.           limit (mainly South America  Middle East airports).
n	    evelop
     D       walk-through shops, as planned in Sydney                 n	    he
                                                                           T    diversification of distribution channels is also a new
     where 3,500m2 of walk-through will be developed.                      driver enabling operators and airports to develop sales.
n	    ecure “time
     S              to gate” communication to reduce pressure              New services, such as “pick up on return” home delivery
                                                                                                                       ,
     on passengers and maximize time spent shopping                        and pre-order websites (link from the airport website to
     (e.g. introduction of flight information panels inside                the operator’s gallery of products), make the airport buying
     the shops).                                                           experience smoother and reduce the need to display goods,
                                                                           saving space as a result.
Promoting price advantage over city-center retailers
In order to compete with city-center retailers, airports and
operators have recently introduced innovative pricing policies,
securing communication around their price advantage airside
(lowest price guarantee) and proposing, when permitted,
a unique pricing policy airside for both Schengen and
non-Schengen passengers (Copenhagen Airport, Belgian
Sky Shops, etc.).




Stockholm Arlanda Airport walk-through

The 1,700 square metre walk-through shop within
the Stockholm Arlanda Airport is larger than six
tennis courts and has eight metre high ceilings.
This configuration and its location directly after
the security area at T5 will enable to capture some
60% of all passengers on their way to the gates.

Photo by: © Jonas Borg/Stockholm Arlanda Airport
                                                                                                                                      7
Mastering Airport Retail




Focus on Operator’s Financial Robustness,
Offer Flexibility and Operational Performance

Setting airport retail key success factors requires from airports’      Offer expectations: flexibility and international
management the definition of an appropriate sourcing policy and         know-how come to the fore
an efficient selection process that enable them to work with the
                                                                        With airports’ duty-free areas transforming into modern
best operators.
                                                                        shopping malls where the offer is being constantly adapted to
                                                                        the passenger profile, the relative importance of local know-how
Historically, airport retail has been dominated by local operators
                                                                        is decreasing and operators are facing new challenges.
(incumbents), with the renewal of concession contracts with
these operators being based on their local know-how, their
                                                                        A dynamic and wide-ranging brand portfolio, strong offer
knowledge of the airport’s constraints and management,
                                                                        flexibility, new merchandising techniques and concept innovation
and their capacity to leverage other on-site concessions.
                                                                        are becoming key to satisfying both airports’ and passengers’
                                                                        expectations. Operators need to demonstrate these attributes
However, a number of factors have led to a change in
                                                                        in order to respond to fast-changing consumer trends, to react
expectations on the part of the airports. These factors include:
                                                                        more quickly to brands’ performance (in and out strategy) and to
n	   The internationalization of passengers.                            optimize the use of space without affecting shop attractiveness
n	The   upgrading of airport retail standards driven by                and product visibility for passengers.
     “best in class” Middle East and Asia Pacific airports.
                                                                        Organizational expectations: operational
n	Poor  experience with some local operators (limited offer            performance is key
     renewal, overbidding resulting in systematic guaranteed
                                                                        Offer flexibility requires a good level of operational performance,
     minimum payment).
                                                                        including logistics and supply chain efficiency, and flexible and
Arthur D. Little’s research shows that, as a result, airports           high-quality human resources management.
are now adapting their selection criteria leading to a possible
                                                                        Arthur D. Little research highlights process standardization as
reshuffling of competitive positioning.
                                                                        key to successful airport retail operations, along with consistent
Financial expectations: a new focus on                                  IT systems and applications. As a result, operators’ local
financial robustness                                                    know-how is becoming less critical while the extent to which
                                                                        operators can add value to the airport’s existing assets through
The concession fees level remains a major selection criterion           their organizational and operational expertise is becoming a
for airports. However, the growing pressure on retail operators         major aspect of retail performance. Operators can optimize
to achieve higher targets and invest in offer renewal and shop          this added value by establishing a dedicated organization and
concepts means airports are being more careful in assessing             processes that smooth the interface with the airport and
the robustness of the operator’s business plan (through deep            make collaboration easier.
analysis of both the top and bottom line) and the capacity of
the operator to fulfill the plan’s objectives. The operator’s overall
buying power and proposed brand performance benchmarks
are key factors for the airports in this regard.




8
Mastering Airport Retail




New Industry Standards Creating
Turbulence in the Value Chain

New industry standards reinforce global operators…                   Joint venture with local operators is part of global operators’
                                                                     market entry strategy, especially in emerging markets (India,
Arthur D. Little’s research shows that the major retail operators
                                                                     South America, etc): the local player provides understanding
are following an extensive internationalization strategy. Along
                                                                     of local regulation and customs and a relationship with
with industry consolidation (e.g. the acquisition by Autogrill
                                                                     local authorities, local brands and local operations (logistics
of BAA’s World Duty Free (WDF), the remaining 50% share
                                                                     warehouse, staff, etc.) while the global operator secures
of Aldeasa and Alpha Retail Group), this internationalization
                                                                     purchasing efficiency and up-to-date concept set-up. Thanks
creates a global playground for airport retail.
                                                                     to its joint venture with Aldeasa, for example, former state
By achieving critical mass, global operators can improve their       monopoly India Tourism Development Corp. (ITDC) succeeded
professionalism, buying power and brand portfolio range. This        in maintaining its incumbent position at Mumbai International
enables them to propose competitive concession fees along            Airport by winning a contract renewal in 2007   .
with an attractive offer abroad. These advantages have resulted
                                                                     In the long term, however, local operators are strongly exposed:
in a recent increase in global operators’ market share at the
                                                                     once global players have acquired local know-how, they will
expense of local operators.
                                                                     compete independently for hubs’ tender offers (without their
We can expect to see this trend confirmed as consolidation           local JV partner) and will also compete for regional airport
continues, with global operators purchasing local players,           concessions in order to optimize and amortize their national
such as Dufry and Aldeasa in the South American market.              logistics and purchasing structure.


… and disadvantage local operators                                   No guarantee of monopoly for global operators

With their smaller brand portfolio, limited negotiating power        Developments in the competitive environment mean that global
and, in many cases, lack of international perspective on             players cannot necessarily expect to establish a monopoly at
demand/supply trends, local operators will find it increasingly      the major hubs; in fact, to a certain extent, global operators’
difficult to compete with global ones. Will these local players      objectives are at odds with the airports’ current priorities.
disappear altogether?
                                                                     Global operators are concerned mainly with optimizing margins
Arthur D. Little analysis reveals that, in the short to mid term,    and less with developing turnover. As a result, they are reluctant
local players tend to survive by repositioning themselves in         to take risks to increase turnover, such as introducing new
one of three ways:                                                   brands or new concepts for which they will negotiate lower
                                                                     margins. By contrast, airports are paid according to turnover
n	In niche categories, such as local gastronomy and souvenirs,      fees and have increasing expectations in terms of revenue
     where local know-how is a key competitive advantage.            optimization.
n	    t
     A  regional airports, where the concessions surface is not
     yet sufficiently attractive to global players and where local   Arthur D. Little believes that, as a result, success in airport retail
     operators can use their knowledge of domestic passengers        relies on the ability of operators and airports to optimize their
     and local operations to secure their competitive position       interface; both parties need to agree on turnover risk levels
     temporarily.                                                    and margin targets, and to participate jointly in establishing
                                                                     an action plan to optimize turnover (see figure 5 on page 10).
n	   n
     I core categories at major hubs, through joint ventures
     with global operators, in order to safeguard their historical
     position.




                                                                                                                                         9
Mastering Airport Retail




New Industry Standards Creating Turbulence in the Value Chain




  Figure 5. Key challenges of airport and operator interfaces optimization

     Operator role                                                                                           Airport role

     ■   Define brand and product mix                                                                        ■   Design retail mix strategy
                                                                                                                  – Retail surface density
     ■   Manage purchase and logistics                            Key challenges                                  – Category mix
     ■   Define marketing policy                                  of collaboration
     ■   Determine price/promotion policy
                                                                                                             ■   Define retail space configuration
                                                                                                                 (pathway, shops locations, etc.)
     ■   Ensure HR quality
     ■   Manage shops’ IT system                                                                             ■   Anticipate traffic evolution
                                                                                                                 and impact on retail sales


         ■   Adaptation of the offer (brand and product mix) to the traffic
         ■   Optimization of retail space configuration and density integrating both operator and airport expertise
         ■   Consistence of the marketing, price and promotion policy with the airport specificities
         ■   Joint performance analysis through IT reporting transparency to define action plans

  Source: Arthur D. Little analysis




New business models emerge as airports seek                                   The success of this model recently saw Milan airports
to optimize revenues                                                          (Malpensa and Linate) extending the concession contract
                                                                              with their joint venture with Dufry from 2020 to 2041.
As a result of the current inability of global and local operators to
propose optimized interfaces with airports and properly integrate
                                                                              2. Direct operation of the retail space by the airport.
revenue optimization at the expense of their margins, new
business models have emerged where airports have taken                        Direct operation, where the airport bypasses operators to deal
a greater role in order to impose their vision and optimize                   with brands and operate shops itself, remains embryonic and
revenues.                                                                     tends to be implemented in airports with critical mass and
                                                                              established retail operations (staff, logistics, etc.), such as Dubai,
Arthur D. Little’s research highlights two main concession                    Amsterdam Schiphol and Rome Fiumiccino. Direct operation
management models that are becoming increasingly common:                      gives airports complete control over the offer and the concepts
                                                                              and, because there are no turnover fees squeezing margins,
1.  joint venture between the airport and
   A                                                                          allows the airports to maintain competitive prices.
   a global operator.
A joint venture between an airport and a global operator
imposes de facto collaboration through a risk-sharing model.
A local dedicated organization and governance bodies covering
both sets of shareholders makes sharing information easier.
By defining strategy (brand selection, investments, etc.) jointly
through these governance bodies, the airport and the operator
can balance margin and revenue optimization.




10
Mastering Airport Retail




New Industry Standards Creating Turbulence in the Value Chain




    Figure 6. Airport retail value chain forecasted evolution

                Historical value chain                  Mid-term forecasted value chain                    Long-term forecasted value chain


           Operator                     Airport           Operator                 Airport                    Operator              Airport


                                                      Direct operations
          Global                                                                                                 JV
                                                             JV
         operators
                                                           Global
                                   International                               International                                    International
                                                          operators
                                      airports                                    airports                     Global              airports
                                                                                                              operators
                                                             JV
           Local
         operators                                         Local
                                                         operators
                                Regional airports                           Regional airports                                 Regional airports
                                                                                                          Local operators

                                                                   Airports upstream integration
    Source: Arthur D. Little analysis




Airport direct operation should remain limited                                Whether the airport/operator joint venture model becomes
                                                                              increasingly successful or whether global operators reassert
Will direct operation become the future business model of
                                                                              their position by improving their interface with airports, it is clear
airport retail? Analysis by Arthur D. Little shows that this type
                                                                              that in the long-term collaborative models will be the winners.
of concession operation should remain limited (see figure 6)
for three main reasons:
                                                                              “ ttractive prices alone are not sufficient to increase
                                                                               A
n	Direct  operation requires a critical size (traffic, surface)               revenues and margins; they must be supported by
     to ensure return on investment. This limits the model
                                                                               innovative concepts.”
     to major hubs.
n	Direct   operation represents an opportunistic move and
     cannot result in a long-term diversification strategy. Airports
     that operate their own retail platform will not be able to gain
     a competitive advantage that will enable them to operate
     abroad or extend their retail activities beyond the airport.
n	The    ability of direct operation to generate higher revenues
     and margins through more competitive prices has still to be
     proven. Attractive prices alone are not sufficient to increase
     revenues and margins; they must be supported by innovative
     concepts. In addition, opportunities for achieving economies
     of scale in buying and logistics, etc. are limited in this model.



                                                                                                                                                 11
Mastering Airport Retail




Conclusion

In their move to Mastering Airport Retail, airports should address    Setting these different levers, however, remains a complex
the successive questions:                                             challenge for both airports and operators. Key success factors
                                                                      identified through best practices may enable players to establish
n	   H
      ow is the airport’s retail performance with regards to best
                                                                      a better understanding of the areas they need to address, but
     practices (gap analysis) and what revenue optimization is
                                                                      customizing the levers and applying them to improve retail
     at stake?
                                                                      performance effectively on a given platform is very difficult.
n	Which     concession management model should be targeted           Moreover, these key levers encompass a wide range of
     taking into account the local context and the optimization       functional competencies (infrastructure, purchase, logistics,
     at stake?                                                        legal, marketing, etc.), which makes setting them even more
n	   H
      ow can airports mobilize the different competencies            challenging for airports and operators who find themselves
     in order to design and set the new operating model?              having to involve and co-ordinate a wide range of different
                                                                      resources.
Whatever the concession management model, the ability of
players in the value chain to work closely together will determine    In order to support airports in dealing with these challenges,
their success in meeting the challenges ahead. Effective              Arthur D. Little has developed a specific methodology that
collaboration will be vital in order to develop the offer, optimize   enables to design long-term, win-win partnerships and to
concept quality and improve performance, all of which will help       reach a lasting performance in airport retail.
players to realize market potential and resist value chain
turbulence.




12
Contacts

If you would like more information or to arrange an informal discussion on the issues raised here
and how they affect your business, please contact:


Belgium                                   Japan                                     South-East Asia
Vincent Wille                             Yusuke Harada                             Jeffrey Lai
+32 2 7617-362                            +81 3 3436 8931                           +60 3 2164 6063
wille.vincent@adlittle.com                harada.yusuke@adlittle.com                lai.jeff@adlittle.com

China                                     Middle East                               South Korea
Thomas Schiller                           Thomas Kuruvilla                          Sukgeun Lee
+86 10 65677055                           +971 4 433 5401 (Dubaï)                   +82 2 720 2040
schiller.thomas@adlittle.com              +966 557 150 441(Saudi Arabia)            lee.sukgeun@adlittle.com
                                          +65 9846 1468 (Singapore)
France                                    kuruvilla.thomas@adlittle.com             Spain
Vincent Bamberger                                                                   Jesus Portal
+33 1 55 74 29 47                         Netherlands                               +34 91 702 74 34
bamberger.vincent@adlittle.com            Martijn Eikelenboom                       portal.jesus@adlittle.com
                                          +31 10 2018 815
Germany  Central Europe                  eikelenboom.martijn@adlittle.com          United Kingdom
Stefan Hoeffinger                                                                   James Catmur
+43 1 515 41-32                           Nordic                                    +44 870 336 6780
hoeffinger.stefan@adlittle.com            Petter Kilefors                           catmur.james@adlittle.com
                                          +46 8 50 30 6542
Italy                                     kilefors.petter@adlittle.com              USA  South America
Andrea Bassanino                                                                    Markus Lahrkamp
+39 02 673 76209                          Portugal                                  +1 646-248-6082
bassanino.andrea@adlittle.com             Grant Greatex                             lahrkamp.markus@adlittle.com
                                          +35 1 210 091 500
                                          greatrex.grant@adlittle.com
Duty to Trade

                                               Over the past five years, the efforts of the airports
                                               to develop revenue from non-aeronautical sources
                                               have driven strong growth in the airport retail
                                               sector. The sector will become all the more
                                               strategic as the decline in air traffic forces
                                               airports to reduce their dependency on
                                               airline fees.




Arthur D. Little
Arthur D. Little, founded in 1886, is a global leader in
management consultancy, linking strategy, innovation and
technology with deep industry knowledge. We offer our clients
sustainable solutions to their most complex business problems.
Arthur D. Little has a collaborative client engagement style,
exceptional people and a firm-wide commitment to quality
and integrity. The firm has over 30 offices worldwide. With its
partner Altran Technologies, Arthur D. Little has access to a
network of over 16,000 professionals. Arthur D. Little is proud
to serve many of the Fortune 100 companies globally, in addition
to many other leading firms and public sector organizations.
For further information please visit www.adl.com

Copyright © Arthur D. Little 2009. All rights reserved.

This report is printed on FSC certified paper.
FSC (Forest Stewardship Council) is an international
non-profit organization which supports the world’s forests.




www.adl.com/airportretail

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Mastering airport retail

  • 1. Mastering Airport Retail Roadmap to New Industry Standards
  • 2. Contents Foreword Executive Summary......................................................... 1 Over the past five years, the efforts of the airports to develop revenue from non-aeronautical sources have driven strong growth Demand Dynamics and Offer Development in the airport retail sector. The sector will become all the more Securing Strong Market Growth . .................................. 2 strategic as the decline in air traffic forces airports to reduce their dependency on airline fees. Airports are battling to improve Key Success Factors for Optimizing performance and optimize the management of concessions, Airport and Operator Performance . .............................. 4 while retail operators face the challenge of responding to the airports’ new expectations and growing competition. Focus on Operator’s Financial Robustness, Offer Flexibility and Operational Performance. ............ 8 . This study by Arthur D. Little, based on a comprehensive industry outlook and substantial experience in travel retail strategy New Industry Standards Creating Turbulence consultancy for key clients in the Travel & Transportation sector, in the Value Chain............................................................. 9 provides an insight into some of the key questions for the sector: Conclusion....................................................................... 12 n How can airports maximize retail revenues and what are the best practices from the top-performing airports? Contacts........................................................................... 13 n How have airports’ expectations of retail operators changed? n What impact will the new rules of the game have on the value chain and what challenges will industry players face in the long term? Authors: Vincent Bamberger, Aurélia Bettati, Stefan Hoeffinger, Thomas Kuruvilla, Vincent Wille.
  • 3. Mastering Airport Retail Executive Summary After five years of strong growth, prospects for airport retail in the mid-term remain positive even if forecasting seems to be a risky exercise in this current climate. Arthur D. Little forecasts duty-free sales will be 6 points above traffic forecasts for the period 2008-2012 (using IATA December 2008 forecasts of +2%, we estimate duty-free sales could grow by up to 9% over the period): duty-free sales should be one of the key drivers to compensate for the effects of the downturn for airports. To sustain growth and outperform the market in the coming years, airports and operators will need to focus on five key success factors: n Developing the density of the retail surface to maximize performance (sales per departing passenger). n Adapting the offer to reflect the passenger profile. n Using a range of approaches to convert browsers into buyers, and to increase time spent shopping. n Extending their price advantage over city-center retailers. n Expanding customer target groups to include non-travelers and arrival passengers, and diversifying distribution channels. As part of their drive to optimize performance, airports are applying new criteria in their assessment of operators tendering for concession contracts. Operators’ local know-how and the way they leverage it to propose the highest concession fees is no longer as important as it has been; airports are increasingly looking for operators who can demonstrate financial robustness, strong offer flexibility, international know-how and high-quality operational performance. These changes in airports’ expectations reinforce global operators’ competitive advantage. Indeed, the trend among operators towards internationalization and consolidation helps them reach a critical size, allowing them to improve their professionalism, increase their buying power, extend their brand portfolio and offer very competitive and robust concession fees. In order to survive, local operators are repositioning themselves in niche categories or at regional airports or entering joint ventures with global operators. In the long term, however, these smaller operators are strongly exposed. These developments however do not guarantee a monopoly for global operators in future. Airports are increasingly seeking out new business models in order to optimize their revenues and Arthur D. Little expects to see international airports claiming a greater stake in the value chain through the development of joint ventures between airports and global operators. Ultimately, it is the ability of airports and operators to collaborate effectively that will determine their success in realizing the potential of the airport retail market. 1
  • 4. Mastering Airport Retail Demand Dynamics and Offer Development Securing Strong Market Growth Figure 1. Duty-free airport retail dynamics (2002-2012e) Sales per category CAGR 2002-2008e Trend 2008e-2012e Drivers Perfumes cosmetics +17% n C osmetics booming market (skincare, make-up) Alcohol +12% n R estriction on liquids compensated by high-end offer development Tobacco +7% n H ealth awareness policies compensated by traffic growth n Dedicated surface increase Fashion accesories +12% n O ffer enlargement n Concept improvement Confectionery fine food +16% n L ocal destination products development Duty free airport retail +13% Annual growth 0-5% 5-10% 10% Source: Generation Research (2002-2007), IATA traffic forecasts (12/08), eArthur D.Little estimates. Note: forecasts in USD excluding landside sales The last five years have been an outstanding period for airport Beyond the impact of the economic slowdown in the short- retail with average annual sales1 growth of 14% (including term, Arthur D. Little is confident that the mid-term prospects duty-free and duty-paid sales), driven mainly by airports’ for the industry will remain positive and forecasts an annual strategy to develop non-aeronautical revenues. In order to growth in duty-free sales approaching 9% for the years secure targeted return on investment, airports now aim to 2008-2012 (see figure 1) using IATA December 2008 achieve 50% of revenues from non-aeronautical sources, traffic forecasts (+2% for the 2008-2012 period). with retail representing the main source. At a time of crisis, the main driver of the duty-free retail growth As a result, airports have increased the space dedicated to will be the airports’ retail performance improvement: it should duty-free shops significantly, focusing largely on core business ensure a 6-point increase compared to the traffic growth. categories (Perfume Cosmetics, Alcohol and Tobacco). This has led to the development of shopping malls, such as “ hough the impact of the economic slowdown T the 25,000m2 retail project at Beijing Airport Terminal 3. remains uncertain, we forecast annual growth in duty-free sales approaching 9% for 2008-2012.” 1 Shops’ sales and not airport revenues (royalties) for the period 2002-2007 2 IATA forecast of December 2008 2
  • 5. Mastering Airport Retail Demand Dynamics and Offer Development Securing Strong Market Growth However, the growth prospects are hiding different category dynamics (see figure 2): Figure 2. uty free airport retail category mix evolution D (2008e vs. 2012e) in % Perfumes Cosmetics remains the must-have category for airports, with strong growth prospects driven mainly by 2008e 2012e Duty free airport retail: Duty free airport retail: a growing demand for cosmetics (skin care and make-up) 21Mds $ 29Mds $ and an optimum “profitability vs. space allocated” ratio, guaranteeing high concession fees to the airports. 9 10 29 28 Fashion Accessories has been a strong growth driver 38 40 for the past five years thanks to an enlargement of airports’ 9 7 offer (space dedicated to this category, brand portfolio, etc.), 16 15 a development of brands’ direct operations and an upgrading of shops’ merchandising and concepts. Although the economic Perfumes cosmetics Alcohol slowdown will have the greatest impact on this category Tobacco Fashion accessories Confectionary fine food (especially luxury products) in the short term, Arthur D. Little forecasts very positive growth in the mid-term due to current Source: Generation Research (2002-2007), IATA traffic forecasts (12/08) segment immaturity. e Arthur D.Little estimates. Note: forecasts in USD excluding landside sales Confectionary Fine Food is the new growth driver benefiting from an increasing demand for local destination products “ erfumes Cosmetics remains the must-have P (gift items) and the improvement in delicatessen concepts. category for airports. Confectionary Fine Food Our forecasts predict strong, double-digit growth for the next five years. is the new growth driver.” Two traditional categories, Alcohol and Tobacco, have lost market share (from 29% of duty-free sales in 2002 to 24% in 2008) compared with the other categories, suffering from a shift in consumption habits (health awareness) and toughening regulation (on liquids, on smoking, on advertising, etc.). However, growth prospects remain stable-to-positive thanks to the development of high-end products (single malt whisky, cigars, etc.). 3
  • 6. Mastering Airport Retail Key Success Factors for Optimizing Airport and Operator Performance Figure 3. etail sales/departing passenger and density for panel of major European airports in 2008 R Sales* (€ / departing passenger) 25 Maturity level 20 15 10 5 0 – 200 400 600 800 1000 1200 1400 1600 Density* (m /MIO departing passengers) 2 *Including airside and landside sales, excluding food and beverage Source: Arthur D. Little Benchmark (among 9 major European hubs) Apart from optimizing the category mix and upgrading shops’ Best-in-class airports have already reached this level concepts (marketing, merchandising, etc.), Arthur D. Little of maturity, first by saturating the core business offer has identified five key success factors that will enable airports (average density target of 400-600m2 per million departing and operators to meet and outperform growth forecasts. passengers) and then by giving more space to offer diversification: Fashion Accessories, Confectionary Developing the density of the retail surface Fine Food, etc. (see figure 4 on page 5). until maturity Retail surface development is the major performance lever “ rthur D. Little research identifies a maturity A for airport retail and delivers higher sales provided average target level of 1,000-1,200m2 per million departing surface density (m2 per million departing passengers) passengers, which guarantees sales of €18-20 does not result in offer saturation. per departing passenger.” Presently, average density in major European hubs is around 600m2 per million departing passengers3. Arthur D. Little research identifies a maturity target level of 1,000 -1,200m2 per million departing passengers, which guarantees sales of €18-20 per departing passenger, depending on traffic quality and airport configuration (see figure 3). 3 Excluding Food Beverage, on airside and landside area 4
  • 7. Mastering Airport Retail Key Success Factors for Optimizing Airport and Operator Performance Figure 4. urrent average spending per passenger and density on key categories – 2008 European benchmark C Sales* (€ / departing passenger) 6€ Perfumes and cosmetics 4€ 2€ Alcohol and tobacco Fashion and accessories Confectionary and fine food 50 100 150 200 Density (m /MIO departing passengers) 2 Source: Arthur D. Little Benchmark (among 5 major European hubs) Adapting offer to passenger profile Many airports, for example, have recently introduced well-known, mid-end brands to the Fashion Accessories Reproducing a standard duty-free offer at every airport is category (e.g. Zara and Mango in AENA airports, Massimo no longer relevant. Adapting the offer, e.g. price (high-end Dutti in Brussels Airport, Esprit and HM in Schiphol Airport, vs. mid-end), brands, products (color, size, etc.), to the etc.) to meet the demands of EU leisure passengers. passenger profile is now a key lever for optimizing revenues. Aéroports de Paris, for its part, has developed a concept As a result of market studies and surveys, airports and in high-end cigars, “Cave à cigares” to optimize sales to , operators are now better placed than ever to select the high-end passengers in a generally standardized core most appropriate mix according to passenger destinations. business category. “ any airports, for example, have recently M introduced well-known, mid-end brands to the Fashion Accessories category to meet the demands of EU leisure passengers.” 5
  • 9. Mastering Airport Retail Key Success Factors for Optimizing Airport and Operator Performance Optimizing passenger footfall Expanding customer target groups and diversifying sales channels Two key objectives for airports are to increase the conversion rate and to increase time spent shopping. The Arthur D. Little study highlights the ambition of some airports to expand their customer target groups to include: The Arthur D. Little study demonstrates the need for airports to: n on-travelers, N by developing landside retail and n osition “must-buy” P products (core business categories) implementing the “ Airport City” concept. This model immediately after security checkpoints to ensure passengers is successful when supported by a good transport complete their pre-planned buying first and therefore feel infrastructure linking the airport to the city center, more comfortable when entering the second group of and increases retail revenues by offering a complete boutiques (diversification categories). range of everyday services and shops, such as n apture C those passengers that spend less time airside pharmacy, post office, supermarkets, etc. (business travelers, for example) by positioning last-minute n rrival A passengers, by positioning “shop on arrival” offers for top-selling brands in core categories near boarding after security checkpoints but within the trans-border gates, as seen in the “Vizzit” concept at Schiphol Airport. limit (mainly South America Middle East airports). n evelop D walk-through shops, as planned in Sydney n he T diversification of distribution channels is also a new where 3,500m2 of walk-through will be developed. driver enabling operators and airports to develop sales. n ecure “time S to gate” communication to reduce pressure New services, such as “pick up on return” home delivery , on passengers and maximize time spent shopping and pre-order websites (link from the airport website to (e.g. introduction of flight information panels inside the operator’s gallery of products), make the airport buying the shops). experience smoother and reduce the need to display goods, saving space as a result. Promoting price advantage over city-center retailers In order to compete with city-center retailers, airports and operators have recently introduced innovative pricing policies, securing communication around their price advantage airside (lowest price guarantee) and proposing, when permitted, a unique pricing policy airside for both Schengen and non-Schengen passengers (Copenhagen Airport, Belgian Sky Shops, etc.). Stockholm Arlanda Airport walk-through The 1,700 square metre walk-through shop within the Stockholm Arlanda Airport is larger than six tennis courts and has eight metre high ceilings. This configuration and its location directly after the security area at T5 will enable to capture some 60% of all passengers on their way to the gates. Photo by: © Jonas Borg/Stockholm Arlanda Airport 7
  • 10. Mastering Airport Retail Focus on Operator’s Financial Robustness, Offer Flexibility and Operational Performance Setting airport retail key success factors requires from airports’ Offer expectations: flexibility and international management the definition of an appropriate sourcing policy and know-how come to the fore an efficient selection process that enable them to work with the With airports’ duty-free areas transforming into modern best operators. shopping malls where the offer is being constantly adapted to the passenger profile, the relative importance of local know-how Historically, airport retail has been dominated by local operators is decreasing and operators are facing new challenges. (incumbents), with the renewal of concession contracts with these operators being based on their local know-how, their A dynamic and wide-ranging brand portfolio, strong offer knowledge of the airport’s constraints and management, flexibility, new merchandising techniques and concept innovation and their capacity to leverage other on-site concessions. are becoming key to satisfying both airports’ and passengers’ expectations. Operators need to demonstrate these attributes However, a number of factors have led to a change in in order to respond to fast-changing consumer trends, to react expectations on the part of the airports. These factors include: more quickly to brands’ performance (in and out strategy) and to n The internationalization of passengers. optimize the use of space without affecting shop attractiveness n The upgrading of airport retail standards driven by and product visibility for passengers. “best in class” Middle East and Asia Pacific airports. Organizational expectations: operational n Poor experience with some local operators (limited offer performance is key renewal, overbidding resulting in systematic guaranteed Offer flexibility requires a good level of operational performance, minimum payment). including logistics and supply chain efficiency, and flexible and Arthur D. Little’s research shows that, as a result, airports high-quality human resources management. are now adapting their selection criteria leading to a possible Arthur D. Little research highlights process standardization as reshuffling of competitive positioning. key to successful airport retail operations, along with consistent Financial expectations: a new focus on IT systems and applications. As a result, operators’ local financial robustness know-how is becoming less critical while the extent to which operators can add value to the airport’s existing assets through The concession fees level remains a major selection criterion their organizational and operational expertise is becoming a for airports. However, the growing pressure on retail operators major aspect of retail performance. Operators can optimize to achieve higher targets and invest in offer renewal and shop this added value by establishing a dedicated organization and concepts means airports are being more careful in assessing processes that smooth the interface with the airport and the robustness of the operator’s business plan (through deep make collaboration easier. analysis of both the top and bottom line) and the capacity of the operator to fulfill the plan’s objectives. The operator’s overall buying power and proposed brand performance benchmarks are key factors for the airports in this regard. 8
  • 11. Mastering Airport Retail New Industry Standards Creating Turbulence in the Value Chain New industry standards reinforce global operators… Joint venture with local operators is part of global operators’ market entry strategy, especially in emerging markets (India, Arthur D. Little’s research shows that the major retail operators South America, etc): the local player provides understanding are following an extensive internationalization strategy. Along of local regulation and customs and a relationship with with industry consolidation (e.g. the acquisition by Autogrill local authorities, local brands and local operations (logistics of BAA’s World Duty Free (WDF), the remaining 50% share warehouse, staff, etc.) while the global operator secures of Aldeasa and Alpha Retail Group), this internationalization purchasing efficiency and up-to-date concept set-up. Thanks creates a global playground for airport retail. to its joint venture with Aldeasa, for example, former state By achieving critical mass, global operators can improve their monopoly India Tourism Development Corp. (ITDC) succeeded professionalism, buying power and brand portfolio range. This in maintaining its incumbent position at Mumbai International enables them to propose competitive concession fees along Airport by winning a contract renewal in 2007 . with an attractive offer abroad. These advantages have resulted In the long term, however, local operators are strongly exposed: in a recent increase in global operators’ market share at the once global players have acquired local know-how, they will expense of local operators. compete independently for hubs’ tender offers (without their We can expect to see this trend confirmed as consolidation local JV partner) and will also compete for regional airport continues, with global operators purchasing local players, concessions in order to optimize and amortize their national such as Dufry and Aldeasa in the South American market. logistics and purchasing structure. … and disadvantage local operators No guarantee of monopoly for global operators With their smaller brand portfolio, limited negotiating power Developments in the competitive environment mean that global and, in many cases, lack of international perspective on players cannot necessarily expect to establish a monopoly at demand/supply trends, local operators will find it increasingly the major hubs; in fact, to a certain extent, global operators’ difficult to compete with global ones. Will these local players objectives are at odds with the airports’ current priorities. disappear altogether? Global operators are concerned mainly with optimizing margins Arthur D. Little analysis reveals that, in the short to mid term, and less with developing turnover. As a result, they are reluctant local players tend to survive by repositioning themselves in to take risks to increase turnover, such as introducing new one of three ways: brands or new concepts for which they will negotiate lower margins. By contrast, airports are paid according to turnover n In niche categories, such as local gastronomy and souvenirs, fees and have increasing expectations in terms of revenue where local know-how is a key competitive advantage. optimization. n t A regional airports, where the concessions surface is not yet sufficiently attractive to global players and where local Arthur D. Little believes that, as a result, success in airport retail operators can use their knowledge of domestic passengers relies on the ability of operators and airports to optimize their and local operations to secure their competitive position interface; both parties need to agree on turnover risk levels temporarily. and margin targets, and to participate jointly in establishing an action plan to optimize turnover (see figure 5 on page 10). n n I core categories at major hubs, through joint ventures with global operators, in order to safeguard their historical position. 9
  • 12. Mastering Airport Retail New Industry Standards Creating Turbulence in the Value Chain Figure 5. Key challenges of airport and operator interfaces optimization Operator role Airport role ■ Define brand and product mix ■ Design retail mix strategy – Retail surface density ■ Manage purchase and logistics Key challenges – Category mix ■ Define marketing policy of collaboration ■ Determine price/promotion policy ■ Define retail space configuration (pathway, shops locations, etc.) ■ Ensure HR quality ■ Manage shops’ IT system ■ Anticipate traffic evolution and impact on retail sales ■ Adaptation of the offer (brand and product mix) to the traffic ■ Optimization of retail space configuration and density integrating both operator and airport expertise ■ Consistence of the marketing, price and promotion policy with the airport specificities ■ Joint performance analysis through IT reporting transparency to define action plans Source: Arthur D. Little analysis New business models emerge as airports seek The success of this model recently saw Milan airports to optimize revenues (Malpensa and Linate) extending the concession contract with their joint venture with Dufry from 2020 to 2041. As a result of the current inability of global and local operators to propose optimized interfaces with airports and properly integrate 2. Direct operation of the retail space by the airport. revenue optimization at the expense of their margins, new business models have emerged where airports have taken Direct operation, where the airport bypasses operators to deal a greater role in order to impose their vision and optimize with brands and operate shops itself, remains embryonic and revenues. tends to be implemented in airports with critical mass and established retail operations (staff, logistics, etc.), such as Dubai, Arthur D. Little’s research highlights two main concession Amsterdam Schiphol and Rome Fiumiccino. Direct operation management models that are becoming increasingly common: gives airports complete control over the offer and the concepts and, because there are no turnover fees squeezing margins, 1. joint venture between the airport and A allows the airports to maintain competitive prices. a global operator. A joint venture between an airport and a global operator imposes de facto collaboration through a risk-sharing model. A local dedicated organization and governance bodies covering both sets of shareholders makes sharing information easier. By defining strategy (brand selection, investments, etc.) jointly through these governance bodies, the airport and the operator can balance margin and revenue optimization. 10
  • 13. Mastering Airport Retail New Industry Standards Creating Turbulence in the Value Chain Figure 6. Airport retail value chain forecasted evolution Historical value chain Mid-term forecasted value chain Long-term forecasted value chain Operator Airport Operator Airport Operator Airport Direct operations Global JV JV operators Global International International International operators airports airports Global airports operators JV Local operators Local operators Regional airports Regional airports Regional airports Local operators Airports upstream integration Source: Arthur D. Little analysis Airport direct operation should remain limited Whether the airport/operator joint venture model becomes increasingly successful or whether global operators reassert Will direct operation become the future business model of their position by improving their interface with airports, it is clear airport retail? Analysis by Arthur D. Little shows that this type that in the long-term collaborative models will be the winners. of concession operation should remain limited (see figure 6) for three main reasons: “ ttractive prices alone are not sufficient to increase A n Direct operation requires a critical size (traffic, surface) revenues and margins; they must be supported by to ensure return on investment. This limits the model innovative concepts.” to major hubs. n Direct operation represents an opportunistic move and cannot result in a long-term diversification strategy. Airports that operate their own retail platform will not be able to gain a competitive advantage that will enable them to operate abroad or extend their retail activities beyond the airport. n The ability of direct operation to generate higher revenues and margins through more competitive prices has still to be proven. Attractive prices alone are not sufficient to increase revenues and margins; they must be supported by innovative concepts. In addition, opportunities for achieving economies of scale in buying and logistics, etc. are limited in this model. 11
  • 14. Mastering Airport Retail Conclusion In their move to Mastering Airport Retail, airports should address Setting these different levers, however, remains a complex the successive questions: challenge for both airports and operators. Key success factors identified through best practices may enable players to establish n H ow is the airport’s retail performance with regards to best a better understanding of the areas they need to address, but practices (gap analysis) and what revenue optimization is customizing the levers and applying them to improve retail at stake? performance effectively on a given platform is very difficult. n Which concession management model should be targeted Moreover, these key levers encompass a wide range of taking into account the local context and the optimization functional competencies (infrastructure, purchase, logistics, at stake? legal, marketing, etc.), which makes setting them even more n H ow can airports mobilize the different competencies challenging for airports and operators who find themselves in order to design and set the new operating model? having to involve and co-ordinate a wide range of different resources. Whatever the concession management model, the ability of players in the value chain to work closely together will determine In order to support airports in dealing with these challenges, their success in meeting the challenges ahead. Effective Arthur D. Little has developed a specific methodology that collaboration will be vital in order to develop the offer, optimize enables to design long-term, win-win partnerships and to concept quality and improve performance, all of which will help reach a lasting performance in airport retail. players to realize market potential and resist value chain turbulence. 12
  • 15. Contacts If you would like more information or to arrange an informal discussion on the issues raised here and how they affect your business, please contact: Belgium Japan South-East Asia Vincent Wille Yusuke Harada Jeffrey Lai +32 2 7617-362 +81 3 3436 8931 +60 3 2164 6063 wille.vincent@adlittle.com harada.yusuke@adlittle.com lai.jeff@adlittle.com China Middle East South Korea Thomas Schiller Thomas Kuruvilla Sukgeun Lee +86 10 65677055 +971 4 433 5401 (Dubaï) +82 2 720 2040 schiller.thomas@adlittle.com +966 557 150 441(Saudi Arabia) lee.sukgeun@adlittle.com +65 9846 1468 (Singapore) France kuruvilla.thomas@adlittle.com Spain Vincent Bamberger Jesus Portal +33 1 55 74 29 47 Netherlands +34 91 702 74 34 bamberger.vincent@adlittle.com Martijn Eikelenboom portal.jesus@adlittle.com +31 10 2018 815 Germany Central Europe eikelenboom.martijn@adlittle.com United Kingdom Stefan Hoeffinger James Catmur +43 1 515 41-32 Nordic +44 870 336 6780 hoeffinger.stefan@adlittle.com Petter Kilefors catmur.james@adlittle.com +46 8 50 30 6542 Italy kilefors.petter@adlittle.com USA South America Andrea Bassanino Markus Lahrkamp +39 02 673 76209 Portugal +1 646-248-6082 bassanino.andrea@adlittle.com Grant Greatex lahrkamp.markus@adlittle.com +35 1 210 091 500 greatrex.grant@adlittle.com
  • 16. Duty to Trade Over the past five years, the efforts of the airports to develop revenue from non-aeronautical sources have driven strong growth in the airport retail sector. The sector will become all the more strategic as the decline in air traffic forces airports to reduce their dependency on airline fees. Arthur D. Little Arthur D. Little, founded in 1886, is a global leader in management consultancy, linking strategy, innovation and technology with deep industry knowledge. We offer our clients sustainable solutions to their most complex business problems. Arthur D. Little has a collaborative client engagement style, exceptional people and a firm-wide commitment to quality and integrity. The firm has over 30 offices worldwide. With its partner Altran Technologies, Arthur D. Little has access to a network of over 16,000 professionals. Arthur D. Little is proud to serve many of the Fortune 100 companies globally, in addition to many other leading firms and public sector organizations. For further information please visit www.adl.com Copyright © Arthur D. Little 2009. All rights reserved. This report is printed on FSC certified paper. FSC (Forest Stewardship Council) is an international non-profit organization which supports the world’s forests. www.adl.com/airportretail