EUROPE: EUROTRADE
on this front, due to the demands of Asian consumers in particular. He says: “Digitalisation is of course very important. We are trying to incorporate digital elements such as tablets in our new store concepts. “We have also considered the
expectations of customers, which is why we accept Alipay and WeChat Pay in all our stores.” In addition to promising a stronger
digital focus last year, Zahn also highlighted the planned launch of a new Enterprise Resource Planning Solution this year to combine and connect Eurotrade’s different business units to prioritise the traveller and product mix.
A Ray-Ban wall at Munich Airport where Heinemann supplies retailer Eurotrade.
“Digitalisation is of course very important. We are trying to incorporate digital elements such as tablets in our new store concepts.”
Sven Zahn, Eurotrade
there is still room for improvement according to Zahn. “We are not content with what
opening, departing passengers did not realise there were great shopping facilities in the Satellite Terminal. “Many simply shopped with
us in Terminal 2 and took the train to depart from the Satellite,” Zahn recalled. The My Duty Free concept may
have generated positive feedback from partners, suppliers and customers and been extremely successful since its inception, but
Eurotrade In Brief
• The company was originally formed in 1973 by Herbert Wolter and FMG as Flughafen Handelsgesellschaft. • Its activities were focused around duty free sales and news stands in the era of the old Munich Riem Airport. • Eurotrade has been a 100% subsidiary of Flughafen München GmbH since 2008. • Flughafen München Handels-GmbH was reincorporated as eurotrade Flughafen München Handels-GmbH in 2000. • Eurotrade has rented more than 75% of the retail space at Munich Airport and earns more than 90% of all retail sales revenues. • The retailer operates 65 stores in Munich along with the duty free/travel value store at Friedrichshafen Airport.
68 TRBUSINESS
we have,” he said last year. “We always have to ask how we can be more successful tomorrow. That is the question we are dealing with. We will find the best solution for our customers.” More recently, Zahn remarks:
“We feel we are quite good in terms of having a brand assortment in line with our passenger profile. “Our category management team
is always monitoring the assortment and does not hesitate to change brands/products if necessary. “We strongly focus on the
needs of our target customers and performance of the brands.”
Top performers Speaking of product categories and brands, Zahn cites fashion, skincare and spirits (especially gin) as its top performing categories. “Brands such as Hermès, Chanel and Rolex are among our top sellers, while the top spending nationalities are German, Chinese and Russian.” In addition to working on evolving
the My Duty Free store concept, it is also focusing on the creation of a new concept for its Press/Travel Needs outlets. The inaugural rebuilt shop will begin trading in the first quarter of 2019. Then there is digitalisation,
which Eurotrade took the first steps towards embracing last year. Zahn admits there is plenty more to do
Payment options With Eurotrade’s premium brand portfolio targeted towards Chinese customers, which spent $292bn in foreign countries in 2015 alone, the decision to expand its cooperation with international technology company Wirecard was a master stroke. After successfully integrating Alipay into its systems in July 2016, Eurotrade became the first German supplier to accept WeChat Pay in 2017. WeChat Pay has over 600m active users per month and is part of the Chinese company Tencent, which ranks among the top five internet companies worldwide. With more than 2m Chinese tourists travelling to Germany annually and shopping for renowned luxury brands, the introduction of WeChat Pay makes perfect sense. If further justification was
needed, the positive results in the three months following the implementation of Alipay is just that. The average amount spent by Chinese tourists in Eurotrade
Eurotrade’s watches and jewellery shops are said to carry a range of ‘selected watch brands’ and ‘contemporary jewellery collections’.
OCTOBER 2018
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