EUROPE: VIENNA AIRPORT
and watches. “There was always a problem in the old terminal building when you walked through the Heinemann Duty Free store, before we built Terminal 3, and you ended up with three different walkways. “What we are working on is to
transform and combine all those [pax] flows into one. “We are tearing down all the retail
in duty free and combining it all into one walkway instead of three. “Everyone can go through the
new duty free department store and come out into one centre and from this area, have the opportunity to go to the old gate areas.” Up to five monobrand stores are
set to feature in the new layout, each around 50sq m. There will also be a Sunglasses Hut and a watch store operated with Swatch Group. “We will still have the convenience
offer and we are working on some other speciality offers [that will be] directly operated as well,” he says. The new layout also provides
Olsson and his team the capability to merchandise new assortments and experiment with fresh categories. “The idea is to […] give the
opportunity for customers to buy fashion, watches and leathergoods in one space to drive [sales] and find synergies with the right neighbours of brands, rather than continuing to give everyone their own stores.
Brand line-up to be decided “If we continue with that [old] strategy, we have a lack of square metres and we will never manage to have a diverse offer. When we come to the south
extension and satellite in the future with 12,000sq m, I’m pretty sure we could have a retail strategy where we could create much more experience and let a lot of brands have their own spaces.” Many of the brands set to arrive
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Vienna Airport handled 11,840,245 passengers between January and June. Source: Vienna Airport.
Vienna Airport and digital marketing agency Global Smiling engaged in a unique one-month campaign. Bespoke retail suggestions
displayed in the languages of target audiences – namely those from Russia, China and Arabic- speaking countries – were laced with specific key words using Google Ads, which were fed onto Vienna Airport’s website. Data was segmented using
different ‘geo-scenarios’ to refine travellers’ search preferences, in doing so revealing results to travellers who were searching for offers at the airport. The trial achieved notable
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success, generating 81.8m total impressions via Google display adverts, 121,000 clicks with a click- through rate of 1.51%, and 48,000 search impressions. However, while the campaign
at the department store were still in negotiation at the time this interview took place [August], but suppliers such as Hugo Boss are understood to be potential suitors. Looking at the bigger commercial
picture – and as revealed exclusively by
TRBusiness.com earlier this year – technology juggernaut Google,
OCTOBER 2018
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clearly illustrated how offline retailers can coordinate effectively with online marketing teams, there were no results to correlate the campaign’s impact on retail sales at till point. “We are looking into more
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partnerships at the moment,” reveals Olsson. “What we did was not really unique, it’s just we hadn’t really used those channels and optimised the opportunities. “Many people are open
for advertising about offers at an airport on an early phase of the customer journey. “Of course, a click-through is a click-
The south extension at Terminal 3 is set to complete in 2022-2023. Source: Vienna Airport.
TRBUSINESS 73
we can combine this [engagement] through great deals with digital vouchers and QR codes that are applicable at the till point of the stores. “With that information, I can
also confirm how good or bad store employees are,” he continues. “That is the different between penetration and capture.” «
“Of course, a click-through is a click-through, but the most important thing for me to understand was ‘are they buying something at Vienna Airport’?”
Björn Olsson, Vienna Airport
through, but the most important thing for me to understand was ‘are they buying something at Vienna Airport’? “Now, we are discussing how
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