HONG KONG. Airport Authority Hong Kong (AAHK) will restructure its core category airside retail concessions in advance of a series of major tenders beginning late October or early November, The Moodie Davitt Report can reveal.
There are currently three anchor concessions – liquor & tobacco, airside general merchandise, and perfumes & cosmetics, all held by DFS.
As detailed by The Moodie Davitt Report in July, AAHK pledged earlier this year to refine the category and contract mix, promising “significant changes” to the concession structure to drive spending and improve the consumer experience at Hong Kong International Airport (HKIA).
Since July, AAHK has been talking to potential retailers and conducting intensive consumer research with its passengers regarding the anchor licences. As a result, it has fine-tuned the contract packages.
LIQUOR & TOBACCO AND PERFUMES & COSMETICS EXTENDED – BUT NO AIRSIDE GENERAL MERCHANDISE CONCESSION
The core liquor & tobacco and perfumes & cosmetics concessions will be continued – but with important refinements. To spice up the traditional liquor & tobacco offering, AAHK plans to allow the new concessionaire flexibility to include other products. These include liquor & tobacco-related accessories, such as wineglasses and decanters, as well as upmarket gourmet items, for example fine teas and coffees. That concept proved highly popular with passengers during AAHK’s qualitative surveys.
To make the perfumes & cosmetics offer more attractive, AAHK plans to create a beauty and accessories “one-stop shopping destination”. That will involve combining perfumes & cosmetics with fashion accessories – the latter including sunglasses, fashion watches, small leathergoods, handbags and others. Those categories are currently sold through the airside general merchandise concession.
AAHK believes that the high penetration rate driven by beauty products can enhance the cross-selling potential of the two categories combined. Consumer feedback also strongly suggested that the categories are complementary.
Critically, AAHK has decided to discontinue the airside general merchandise concession. The authority believes that given the airport’s extremely strong line-up of speciality stores and mono-brand boutiques, there is no need for the airside general merchandise concession. Instead it will allocate the best-selling general merchandise categories to the other packages.
DEDICATED CONFECTIONERY CONCESSION
In another key change, AAHK has opted to create a dedicated confectionery licence. Confectionery is a high-demand item at HKIA and the authority believes this justifies a separate concession covering multiple units across the terminal.
The distribution and location of the stores will also see some important changes. For example, AAHK plans to remove the current small gate store units near the boarding gates. Because of the size constraints, the liquor & tobacco and perfumes & cosmetics assortments in them is limited. The units will be turned over to other retail purposes, deemed as better serving passengers’ needs.
Simultaneously AAHK will increase the retail space in the East Hall – the shopping epicentre of the airport. Liquor & tobacco space there will increase by around +40%, while the addition of the fashion accessory categories will result in a huge +70% increase in the area dedicated to the extended beauty concession. More importantly, AAHK hopes that the additional floor space will allow the chosen retailers to introduce a wider product assortment.
MORE DIVERSITY OF PRODUCTS; GREATER CONSUMER ENGAGEMENT
In its consumer surveys, AAHK was told by many passengers that besides the big, upmarket European and US beauty brands they also wanted to see more variety – including the upcoming Korean and Japanese skincare names, most of them mid-price to premium price-points. In liquor & tobacco, consumers told AAHK they wanted to see more new and rare products.
With the enhanced store sizes, AAHK will be asking its retailers to create greater customer engagement (for example, more wine tastings), which it deems as increasingly important to bricks and mortar stores. The enhanced space will also encourage greater flexibility, experimentation, rarity and excitement, it believes.
TIME-LINE COUNTDOWN
AAHK will begin the tender process with the liquor & tobacco and perfumes & cosmetics bids in late October or early November, with results being announced in March or April next year. Confectionery will be tendered in late 2016 or early 2017.
The targeted changeover of concessions is set for the fourth quarter of 2017.
NOTE TO AIRPORT OPERATORS: The Moodie Davitt Report is the industry’s most popular channel for launching commercial proposals and for publishing the results. If you wish to promote an Expression of Interest, Request for Proposals or full tender process for any sector of airport revenues, simply e-mail Martin Moodie at Martin@MoodieDavittReport.com.
We have a variety of options that will ensure you reach the widest, most high-quality concessionaire/retailer/operator base in the industry – globally and immediately.
Similarly The Moodie Davitt Report is the only international business intelligence service and industry media to cover all airport consumer services, revenue generating and otherwise. We embrace all airport non-aeronautical revenues, including property, passenger lounges, car parking, hotels, hospital and other medical facilities, the Internet, advertising and related revenue streams.
Please send relevant material, including images, to Martin Moodie at Martin@MoodieDavittReport.com for instant, quality global coverage.
All such stories are consolidated in our popular Tender News section (see home page dropdown menu) that has been running since 2003.
