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The ‘virtual shopping wall’ at Frankfurt Airport |
GERMANY. Gebr Heinemann and Fraport have developed a “˜virtual shopping wall’ at Frankfurt Airport, where passengers can purchase via their mobile phones.
Using a QR Code wall billboard, travellers passing Schengen Gate B59 can buy by pointing their smartphones at the selected products on virtual display.
The virtual shopping billboard displays 60 different fragrances & cosmetics, spirits and confectionery products. Shoppers make their choices from three categories: Bestsellers, New and Special Offers. Special Offer products (which change each month, as in the shops) are sold at a -30% discount on duty free prices.
Alongside each product is a QR code which travellers can scan using the Heinemann Express Shopping app or a standard QR code reader. By scanning the codes, shoppers get more information about the goods on offer, place selected items into a virtual shopping basket and place orders for those goods. The products are delivered to a pick-up point next to the QR code wall in less than 15 minutes. Only when the customer collects their purchases do they make a card payment. In the event that a passenger boards their flight before the pre-ordered goods are collected, their order will be cancelled automatically.
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Around 60 items from the retailer’s core range are available |
“The trial period that we’ve organised in partnership with airport operator Fraport is limited to six months in the first instance,” explained Markus Ettlin, Head of Central Marketing at Gebr Heinemann. “The main point of it is not to make a lot of sales. We are more interested in finding out how the new virtual shop is used and which nationalities it appeals to most. At the same time, of course, we want to make shopping even easier and more relaxing for our customers.”
“We are delighted that Gebr Heinemann and Fraport are working closely together to enhance duty free shopping by raising customer satisfaction levels as high as possible together with us,” added Fraport Head of Retail Ute Pohl. “We are excited to see how passengers will respond to the new virtual shopping range. And we’re proud to be the first German airport to offer travellers this totally new shopping experience.”
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Shoppers can collect their goods within 15 minutes of ordering |
