ASIA AIRPORTS: HONG KONG INTERNATIONAL
and The History of Whoo already in-store. It will also offer immersive engagement opportunities using augmented reality, touch screen and interactive panel technology. “HKIA [also] welcomed
Heinemann as the new operator for the confectionery business with eight shops,” says a HKIA spokesperson. “Each store is equipped with a
different theme and also provides passengers with interactive games, 3D printing chocolate and candy.” The seamless integration of world-
class retail with arts, culture and music is another USP that HKIA believes adds unexpected value for each passenger passing through its doors.
‘Numerous digital tools’ In 2017, AAHK hosted the third four month-long iteration of its annual ‘Art, Culture and Music at the Airport’ festival with a showcase of ‘East meets West’ exhibitions and performances. The spokesperson adds: “HKIA will
continue to explore new experiences at exhibition sites, especially during festive seasons.” Like many world-leading airports,
the HKIA team views digitalisation as critical for successful retail development. “Numerous digital tools have
already been employed to reach out to and engage customers, such as upstream marketing at travel websites, search engine placements
Future proofing retail
Airport Authority Hong Kong (AAHK) is looking ahead to the launch of SKYCITY, a 25-hectare integrated development located adjacent to the airport that will comprise retail, dining and entertainment facilities, as well as offices and hotels. In the short term, moves to speed up
the airport check-in experience – thus freeing travellers up to spend more time browsing the retail offer – are coming into play, with HKIA partnering with Amadeus to install 120 of the world’s first battery-powered moveable iCUSS check-in kiosks. The authority has also launched the
smart ‘MyTAG’ luggage tag, which when paired with the HKG MY Flight mobile
MAY 2018
app sends checked baggage carousel arrival notifications. Other plans in place include a land-to-
air bonded shuttle bus between Hong Kong and Zhuhai, which is set to become a workable reality once the new Hong Kong-Zhuhai-Macau Bridge (HZMB) opens at the end of Q2 2018. According to HKIA’s spokesperson: “We plan to build an Intermodal Transfer Terminal (ITT) at the airport and a bonded bridge linking the nearby HK Boundary Crossing Facilities at HZMB. “This is expected to commence
Shilla is the first retail operator to simultaneously operate P&C concessions at HKIA, Changi and Incheon.
operations in 2022 and will allow passengers from the western Pearl River Delta to reach HKIA via the HZMB and crossing facilities in a couple of minutes, without the need to pass through border checks.”
TRBUSINESS 75
and social media platform feeds,” comments the HKIA spokesperson. This has been augmented with
exposure in e-directories, the use of digital panel advertising, interactive games for consumer engagement as well as on-the-spot proximity marketing designed to stimulate shop and dine interest. “HKIA also frequently conducts
joint promotions with upstream partners including SkyPier operators, cross border coaches as well as exhibition organisers with special offers on shopping and dining while passengers are en route to HKIA,” says the spokesperson.
An AR future A requisite for any 21st century airport, in July 2017 HKIA launched its own one-stop airport-based online shopping platform. HKairport Shop offers a wide array of products from beauty, wine and packaged food to airport exclusives. “This also enhances the passenger
shopping experience with the option to order products anytime, anywhere,” the spokesperson explains to TRBusiness. Passengers can collect their
orders at the airport as soon as three hours after order confirmation – before or after their flights – or have them delivered to a local Hong Kong address.” As a natural complement, the
‘HKG My Flight’ mobile app is helping the HKIA team better
‘Duty Zero by CDF’: The new liquor and tobacco operation at HKIA.
HKIA is promising an experientially-focused, digitally-advanced destination with a broad range of customer engagement activities.
TRBusiness
understand passengers’ shopping and dining behaviours. Accordingly, this enables the operator to develop tailor-made offers and even provide ‘special shopping assistance’,” adds the spokesperson. “We recently added several
new functions to the app such as augmented reality (AR) wayfinding, which can display a real-time image of the airport and guide travellers using AR technology. “The airport authority has also
introduced AR signage in multiple languages including Chinese, English, Japanese and Korean.” «
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