AMERICAS: VANCOUVER INTERNATIONAL AIRPORT
Duty free ‘a key contributor’ to Vancouver International Airport’s customer experience
Enhancing the duty free business is not the airport authority’s main focus at present but maintaining strong performance through a partnership approach is very much a necessity, as Andrew Pentol reports.
demographic. The store is located in the international terminal (Level 3 Departures) and we are very pleased with the results.” At YVR, 50% of traffic is domestic
with the rest split between trans- border and international. Domestic, trans-border and international traffic grew +8.5%, +6.1% and +5.5 respectively in 2018. With the airport on track to serve more than 29m passengers in 2020 and 32m by 2022 there is plenty for YSL and retailers to look forward to individually and collectively. Strong partnerships between
Above: Non-aeronautical revenue at YVR amounted to C$249.8m in 2018.
V ancouver International
Airport (YVR) may have announced its enhanced
retail and food and beverage programme at the start of 2019, but it is not underestimating the importance of the duty free component. In 2018, non-aeronautical revenue,
which includes revenue from duty free, amounted to C$249.8m ($190m), an increase of C$14.5m from C$253.m in 2017. The year before, duty free revenue posted an 11% increase year-on-year. Last year, YVR continued its
transformation in the US trans- border area with the opening of a second World Duty Free outlet. Located in the US Terminal area after security, the outlet stocks a
“We are very happy with results so far and always keep an eye on the duty free component. This is because it is a key contributor in terms of experience and revenue.”
Mirela Rusu, Director,
Commercial Services, Terminals, Vancouver Airport Authority
88 TRBUSINESS
range of merchandise tailored to US-bound passengers and exposes passengers to new brands and product categories.
North American milestone Mirela Rusu, Director, Commercial Services, Terminals, Vancouver Airport Authority tells TRBusiness: “In 2018, the duty free component experienced strong growth. Having welcomed more than 25m passengers last year, we continue to see that growth from a strategic perspective, which was aligned with growth in terms of sales. “Once again, we also achieved the
highest level of sales per enplaned passenger in North America which we are very proud of.” Outlining the progress of the
duty free business in 2019, Rusu comments: “We are very happy with results so far and always keep an eye on the duty free component. This is because it is a key contributor in terms of experience and revenue.” The opening of a new Dufry-
operated Moncler store at YVR this year was welcomed by Rusu, who remarks: “We’re very happy to have these new concepts which align with our passenger profile and
landlords and operators contribute to the success of any airport’s commercial operation. Dufry-owned World Duty Free has been the incumbent at YVR since 2007 when it opened its first North American duty free store under the Aldeasa brand. “We have a strong partnership
with Dufry and work closely with them on different initiatives. From marketing and customer experience perspectives, we work with them to better understand the customer profile and align them with that.” Another example of the airport’s
strong emphasis on partnerships is its recent alliance with Dufry, UnionPay and Alipay to offer customers mobile payment solutions. “We introduced an excellent marketing initiative with an exclusive offer dedicated to our passengers,” Rusu recalls. With YVR serving as a gateway
to Asia and handling arriving and departing flights from many destinations, it is critical for the airport to understand the needs and wants of passengers. Rusu reiterates: “We want to
understand their shopping behaviour and exactly how we can reach them in terms of technology and payment. The aim is to ensure we promote our offer on the right channel to the right passenger.”
OCTOBER 2019
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