现代航空与零售业.ppt

The role of retail revenue for today’s airports Nadezda Volkova Increase of the role of non-aeronautical revenue Huge transformations in airport industry: Airport’s mission Wikipedia: “An airport is a location where aircrafts take off and land” Ownership structure New players – like LCC Increase of the role of non-aeronautical revenue Single-till Versus Dual-till Under the single till principle airport activities (aeronautical and commercial) are taken into consideration to determine the level of airport charges. Under the dual till principle, only aeronautical activities are taken into consideration to determine the level of airport charges Airport charges derived using the single till approach are therefore likely to be lower than they would under a dual till because of the sharing of profits generated by commercial activities. Increase of the role of non-aeronautical revenue The contemporary environment is highly competitive, an airport is not a monopoly for both airlines and passengers, they can quite easily prefer one airport to another. Airports need to be attractive and effective to survive!!! Differences between shopping malls and airport retail Primary purpose of visiting an airport is not shopping both for passengers, meeters/greeters and employees. Differences between shopping malls and airport retail Stresses concerning security control Higher stress levels due to an unfamiliarity with the airport environment Airport shoppers on average belong to higher socio-economic group Demographic factor: different nationalities with different habits, mentality and as a consequence different spending patterns Limited time (significant portion of “last minute” and “on impulse” purchases) Limited space (retail should not affect effectiveness of aeronautical activities) Key retail revenue drivers commercial space (airside/landside) dwell time Example from BAA research: estimated incremental airside spendings for each additional 10 mins