Auckland Airport's The Mall Platform is Boosting Post-COVID Sales
Jana Pijak — January 13, 2021 — Business
References: futuretravelexperience
The Auckland Airport in New Zealand recently announced its new omnichannel e-commerce retail strategy that aims to boost sales post-COVID-19. With parts of New Zealand successfully managing the spread of the global pandemic, businesses are slowly reopening though travel restrictions remain in tact.
The Auckland Airport's new retail strategy aims to future-proof the destination's profits and is headed up by Jayne Wear, its Head of Omnichannel. "Auckland became one of the first airports internationally to launch an advanced digital airport retail experience when it created The Mall in 2018. The online multi-retailer shopping channel allows international travelers to purchase retail products and airport services at any stage of their travel journey, using their own mobile devices." This partnership with The Mall was followed by the launch of WeChat mini store for Chinese consumers in 2019.
This platform is being further upgraded post COVID-19 due to ongoing international travel restrictions. Tackling this challenge, the Auckland Airport is looking to build exclusive offers for domestic travelers through a click-and-collect model that is designed with both safety and convenience in mind.
The Auckland Airport's new retail strategy aims to future-proof the destination's profits and is headed up by Jayne Wear, its Head of Omnichannel. "Auckland became one of the first airports internationally to launch an advanced digital airport retail experience when it created The Mall in 2018. The online multi-retailer shopping channel allows international travelers to purchase retail products and airport services at any stage of their travel journey, using their own mobile devices." This partnership with The Mall was followed by the launch of WeChat mini store for Chinese consumers in 2019.
This platform is being further upgraded post COVID-19 due to ongoing international travel restrictions. Tackling this challenge, the Auckland Airport is looking to build exclusive offers for domestic travelers through a click-and-collect model that is designed with both safety and convenience in mind.
Trend Themes
1. Omnichannel Airport Retail - Airports around the world may adopt omnichannel retail strategies to boost sales post-COVID 19, providing new opportunities for retailers to access a captive audience.
2. Digital Airport Retail Experience - Advanced digital platforms like The Mall and WeChat mini store are revolutionizing airport retail, enabling retailers to sell products in new ways to travelers, even during travel restrictions.
3. Click-and-collect Model - The click-and-collect model is emerging as a convenient and safe way for domestic travelers to purchase products, creating new opportunities for retailers operating in domestic airports.
Industry Implications
1. Airport Retail - Airport retailers could leverage omnichannel retail strategies and advanced digital platforms to reach travelers, even during challenging times.
2. E-commerce - E-commerce platforms may find new markets in omnichannel airport retail, which offers a captive audience of travelers who are seeking new shopping experiences.
3. Logistics - As airports build out logistics networks to support click-and-collect models, logistics providers will have new opportunities to support retailers and airports in delivering products to customers.
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