ASIA AIRPORTS: SINGAPORE CHANGI
our passengers.” Jewel Changi Airport will feature 300 exciting retail and F&B outlets housed in a 10-storey complex. “Complementing the retail mix
are various attractions such as the majestic Forest Valley filled with thousands of plants and the awe- inspiring 40m-high Rain Vortex. “Jewel is poised to be a world-
class lifestyle destination that will strongly boost Singapore’s appeal as a stopover point for travellers.”
Concessions +7.6% Singapore Changi has long been applauded for its retail innovation and 2017 was no exception with the launch of the first Louis Vuitton duplex airport store in T3 and a range of engagement-centric activations. These included a hugely successful Lancôme Travel Retail Holiday Wonders T3 departures pop-up in partnership with The Shilla Duty Free [this has continued into 2018 with the recent Emirates Leisure Retail pop-up featuring Hudsons Coffee and The Kitchen by Wolfgang Puck – Ed]. Thoughtful innovation leads to
commercial success and CAG’s 2017 figures are proof with the airport revealing a record year for concession revenues, up +7.6% on 2016 to hit S$2.5bn ($1.9bn). Chinese and Singaporean travellers accounted for more than 50% of total sales, with P&C, liquor and tobacco the category star performers. Electronics and confectionery
were also strong players in the 57 million annual transactions total. “We collaborate closely with
our retailers and brands to excite passengers with exclusive product launches and experiential pop-up activations and we recently partnered with The Shilla Duty Free to launch two exclusive pop-up activations by Jo Malone and Giorgio Armani,” says Chew Hoon. “We will be the first airport in Asia
Pacific to unveil the Maison Christian Dior as a pop-up boutique and passengers can definitely look out for more pop-up activations this year.”
Anchoring engagement The airport retail environment is not solely reliant on its in-store engagement and Singapore Changi
MAY 2018
realised this early on, launching its anchor shopping promotion ‘Be A Changi Millionaire’ in 2010. Its most recent edition registered
more than 1.5 million entries from 221 nationalities and continues to attract attention from travellers around the world. “This flagship shopping promotion
has been a great success over the years, registering a high number of participating entries each year and giving Changi Airport’s retail business and tenants a positive boost,” says Chew Hoon in commending the initiative. To capitalise on e-and m-commerce
trends, the airport’s iChangi app was recently upgraded to increase one- step functionality capabilities. “For example, passengers can
now browse the e-commerce iShopChangi portal through the iChangi app, and at the same time check on their Changi Rewards points,” says Chew Hoon. “The maps function has also been
upgraded to make navigation easier with indoor wayfinding, which will guide users from their current location to the outlet they are heading for. She adds: “In tandem, a local
delivery service was introduced late last year, providing even more convenience to shoppers. Purchases can be received as early as two days after arrival at Changi Airport.”
Single transaction system The October launch of Terminal 4 marked yet another milestone for CAG, with the debut of the world’s first integrated duty free zone, fronted by a duo of operators, The Shilla Duty Free and DFS Group. Seven months in and Chew Hoon
reports a strong performance from the uniquely designed street layout. “Even with a smaller commercial
area, we launched several new and innovative retail concepts encompassing P&C and wines and spirits concessions, the retail and F&B Heritage Zone and a cluster of visually stunning 11m high-ceilinged shops. “In maximising the floor area in T4,
we designed a single shopping street layout without the need to duplicate any store concepts. Since its opening,
A world-first integrated duty free zone anchored by DFS Group and The Shilla Duty Free features at T4.
TRBUSINESS 73 Double-volume facade fashion shops at T4.
“We will be the first airport in Asia Pacific to unveil the Maison Christian Dior as a pop-up boutique and passengers can definitely look out for more pop-up activations this year.”
Teo Chew Hoon, Senior Vice President Airside Concessions, Changi Airport Group
results have been very positive and the Heritage Zone has been the go-to spot for passengers to try local food and pick up local food souvenirs.” The practicalities of operating a
two store, single transaction service also appears to be running smoothly, according to Hoon. “Unlike other
terminals,
passengers not only have the luxury of browsing the two concessions and paying at any cashier, they can fulfill their entire duty free wish list at this one-stop destination. “Together with our two anchor
operators, DFS and The Shilla Duty Free, we introduced integration in many areas, including store design, point-of-sale systems and a staff training programme.” «
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