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ANA Retail Director Luís Rodolfo: “The aim of Flight 555 is to reach €75 million in retail revenue in 2016” |
PORTUGAL. ANA Aeroportos de Portugal is looking to transform the country’s airport retail with a strategic plan, a new vision and a clear focus on differentiating concepts such as “excitement per m2”. The airport operator is aiming to generate €75 million in retail business by 2016 (equivalent to around €366 million in concession holder sales/turnover).
ANA will launch Flight 555, a strategic plan for retail business based on the introduction of five key concepts, at five Portuguese airports over the next five years. The concepts incorporate Area, Layout, Design and Sense of Place; Passenger experience concepts; Tenant mix and product mix; Marketing/Communication/Branding; and Concession management.
In 2010 ANA’s retail business across all its managed airports amounted to €48.8 million. The objective of its new strategic plan is to achieve new records by aiming for €66.8 million in 2015 and €75 million in 2016 (equivalent to around €366 million in concessionaire sales).
“The aim of Flight 555 is to reach €75 million in retail revenue in 2016, which represents revenue per passenger of €2.42,” explained ANA Retail Director Luís Rodolfo. “Underlying the plan is a whole new vision that favours the passenger experience.”
According to ANA, this new positioning is a response to the complex macroeconomic situation; to changes in the patterns of behaviour of increasingly price-aware consumers who spend less and less time at airports; to the luggage policies of low cost airlines; and to competition from airlines themselves, with their online and onboard sales.
“Diversification of products, prices and brands, innovation combined with facilitating buying and differentiation associated with customisation and loyalty schemes will be essential lines of action,” added Rodolfo, who explained that “we live in an era of total transparency in which consumers are more demanding because they are always connected.
“For this reason we are going to reinforce our online presence, not only in social networks but also through an e-commerce platform that will break new ground in Europe.”
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Flight 555 approaches: These striking pictures (above and below) show the main commercial area at Lisbon Airport, as well as compelling 3D images of the future main square which is due to open in February 2012 |
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FIRST CLASS EXPERIENCE AT A FAIR PRICE
Underpinning the new strategy is a new vision of “First Class Experience at a Fair Price”, which further reinforces the company’s commitment to customers.
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“Retailers must be far more than just retailers; they must tell stories, entertain and teach,” Rodolfo commented. “We are going to invest in ‘excitement per m2’, surprising our passengers and offering them what they really need at a fair price.”
To this end, the company has conducted comprehensive market research, including thousands of interviews, to better understand the habits and needs of its customers.
“We have identified seven segments and as they are all important, our strategic plan will be to work on the value proposal and an increase in variety to satisfy all segments. We are going to fine-tune the tenant mix, the product mix, prices, promotion and planned purchases.”
ANA’s anchor duty free concessionaire is Lojas Francas de Portugal, a joint venture between Portuguese flag carrier TAP Portugal and The Nuance Group. At the recent unveiling of Nuance’s new Duty Free Store concept at Antalya Airport, the retailer confirmed that the concept would soon be introduced at Lisbon Airport, where a programme of renovation is under way.
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