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Digital honour: Fraport received an Imagine Excellence Award for Best Omnichannel Experience |
GERMANY. Fraport’s new online shopping platform has won recognition at an e-commerce industry awards ceremony in the USA.
The airport company scooped an Imagine Excellence Award in the Best Omnichannel Experience category at the ceremony, held at the Imagine e-commerce convention in Las Vegas. Fraport received the award together with AOE, the service provider responsible for the technical implementation of the platform, which launched in December.
The convention was hosted by Magento Commerce, a provider of open omnichannel innovations in the e-commerce industry. Fraport’s e-commerce activities are based on a Magento platform.
With Fraport’s online shopping platform, customers can view the entire product range of participating shops at Frankfurt Airport and reserve products. In the current initial phase, products ordered online can only be collected at the relevant airport shop. Fraport said the next step will be to introduce an online payment system and delivery to the passenger’s departure gate “or even to their home address”.
In winning the award, Fraport was particularly praised for combining information, wayfinding, service and shopping while incorporating Fraport’s different communication and sales channels such as its web store or app, along with traditional in-store retail.
Magento Commerce Chief Product Officer Steve Yankovich noted: “Since digitalisation gives customers more power, sales activities have to be adapted to the new customer requirements. Fraport has adopted a pioneering approach in making its own sales channels available together with those of its partner companies. For the many thousands of passengers who use Frankfurt Airport every day, it is now even easier to explore the attractive shopping possibilities.”
Fraport Head of Multichannel Kai Schmidhuber accepted the award on behalf of the company. “Airports have evolved into hot spots for high-quality retail products. The comprehensive use of all sales channels allows airport operators to increase the revenues of their retail concessionaires. Via turnover-based rental agreements, both the concessionaires and the airports themselves can jointly benefit from this system,” he said.
Fraport also noted its newly launched ‘Frankfurt Airport Rewards’ scheme, which allows passengers to redeem points gained for purchases made on the online platform and in store in return for a range of rewards and benefits. These include coupons for further purchases, special services or parking in the terminal car parks, the company said.
