GERMANY. Frankfurt Airport owner Fraport launched a major digitalisation initiative this week that includes the introduction of an online shopping platform and the launch of a rewards loyalty programme for passengers and visitors.

The airport company said: “This digitalisation strategy is in response to changing customer requirements regarding airport information, assistance, services and shopping – particularly via various mobile digital devices.”

Travellers can now view the entire product range of participating airport shops online and reserve their products. Orders can then be collected and paid for at the relevant shop. As a next step, Fraport plans to introduce an online payment system and delivery of purchases – including mixed baskets from several different shops – directly to departure gates or even to the purchaser’s home.

The participating partners on the online platform include Gebr. Heinemann with its Duty Free and Travel Value assortment, Caviar House & Prunier with its gourmet specialties and PAX Airport Shopping with electronic goods at its Fotec and Photair stores. Further airport shops will be added in the coming months.

Fraport’s multi-channel initiative for Frankfurt Airport features online and in-store shopping, the FRA App and the Interactive Airport Desk

With this initiative, Fraport said it was “creating a digital mirror of Frankfurt Airport’s shopping range, allowing passengers to choose from the product ranges of all participating shops instead of being restricted to what they see on their way through the terminal”.

The company added: “This blend of online shopping and in-store retail is an attractive plus point for passengers. They can look at and prioritise products in advance via the Internet or use the Frankfurt Airport App (FRA App), then view their chosen goods up close and take advantage of individual advice at the respective airport shopping outlets.”

“With the newly launched Frankfurt Airport Rewards loyalty programme, passengers can attain benefits in return for purchases made via the online platform or directly in stores. Participants receive a bonus point for each Euro they spend, which they can redeem in exchange for attractive benefits and rewards directly – including on the same day. These may take the form of coupons for further purchases, Fraport AG services, or parking in the terminal parking garages.

Fraport AG Executive Board Chairman Dr. Stefan Schulte said: “With our new shopping and information services, we are offering our passengers tremendous added value, which they can tap into at any time by using the airport’s free Wi-Fi. In this way, we are improving the quality of stay and taking another step towards meeting our aim of offering top quality service.”

The shopping platform and the rewards program are now included on FRA’s re-launched website: The FRA App has also been redeveloped. As well as using the shopping function, travellers can translate terminal signs from German into six additional languages (English signs are already present) by photographing them with their mobile devices. The indoor navigation feature helps users to find their way through the terminals while highlighting shopping outlets and services that match their preferences or interests.

To develop the shopping platform, Fraport plans to introduce an online payment system and delivery of purchases – including mixed baskets from different shops – directly to gates or even to the purchaser’s home