Malaysia Airports invites travellers to ‘shop like a hero’
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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 upward trend. So, there is mass potential for us to leverage on this, while also addressing passenger behaviors that now value shopping experiences that provide a sense of exclusivity and personalization,” said Aziz.
In line with the #ShopLAH campaign, the organization 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 programs 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, retailtainment 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 retailtainment attractions such as HIMPUN 2019, Dior Backstage, Hershey’s Flotilla and Licence to Win (LTW), the organization 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.
Questions & Answers
Q.What is the primary objective of the `Shop like a hero` campaign?
What is the primary objective of the `Shop like a hero` campaign?
The campaign aims to transform Malaysia Airports' international hubs into exciting shopping destinations. It seeks to offer premium shopping and dining, encouraging passengers to arrive earlier to shop extensively.
Q.Why is Malaysia Airports focusing on increasing retail concessions at its airports?
Why is Malaysia Airports focusing on increasing retail concessions at its airports?
Retail concessions are the largest source of non-aeronautical revenue globally, and travel retail at airports is experiencing an upward trend. This offers significant potential for revenue growth, despite a sombre downtown retail sentiment.
Q.What new initiatives will be introduced as part of the #ShopLAH campaign?
What new initiatives will be introduced as part of the #ShopLAH campaign?
The organisation plans to feature more exclusive 'firsts' and luxury brands. It will also introduce e-reward programmes, cashless payment solutions, and ensure reliable, free internet services across its properties.
Q.Which specific airports are scheduled to receive new retail revamps or stores?
Which specific airports are scheduled to receive new retail revamps or stores?
Beyond existing new options at Langkawi and Kuala Lumpur International Airports, the company will revamp and open new retail stores at Kota Kinabalu International Airport and Penang International Airport.
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