Malaysia Airports has launched a campaign `Shop like a hero` – or #ShopLAH – as it aims to transform its international airports from functional transportation hubs to exciting shopping destinations.
The campaign aims to offer passengers a crafted premium shopping and dining experience and eventually encourage them to arrive earlier at the airport and shop like there is no tomorrow.
Retail concessions are the largest source of non-aeronautical revenue streams globally, says Malaysia Airports´ senior GM for commercial services Nazli Aziz, hence, the plan to emulate it at their airports.
“The downtown retail sentiment is very sombre but travel retail at airports continues to go on an upwards trend. So, there is mass potential for us to leverage on this, while also addressing passenger behaviours that now value shopping experiences that provide a sense of exclusivity and personalisation,” said Aziz.
In line with the #ShopLAH campaign, the organisation plans to feature more `firsts´ and luxury brands exclusive to its airports. It also seeks to offer a seamless retail experience from online to in-store by introducing e-reward programmes and cashless payment solutions. And it promises to ensure reliable and free internet services in all its properties.
Malaysia Airports will also revamp the cosmetics areas as well as introduce new retail zones that will be divided into fashion avenue, duty-free, retail-tainment and dining zones. The revamp aims to simplify the shopping experience, says Aziz.
On top of the already established new retail and dining options in Langkawi International Airport and Kuala Lumpur International Airport, and retail-tainment attractions such as HIMPUN 2019, Dior Backstage, Hershey’s Flotilla and Licence to Win (LTW), the organisation will also revamp and open new retail stores at other international airports including Kota Kinabalu International Airport and Penang International Airport.
The company is also scheduled to launch `Sense of Malaysia´ retail outlets next year to showcase the works of home-grown brands.
Malaysia Airports manages 39 airports across the country, with its international airports recording 84.7 million passenger movements last year.