Skift Take
Travelers need to be better informed about how they can advantage of shopping at airport terminals.
As airports continue to evolve into destinations, its partnerships with retailers grow to improve the travel experience and generate income.
In addition to offering diversified options on-site, airports are increasingly relying on technology to promote retailers and programs. We decided to take a closer look at what the top three airports for shopping offer flyers and how they encourage travelers on Facebook for the first half of 2014.
According to Skytrax, the top three best airports for shopping in 2014 are London Heathrow (LHR), Singapore Changi Airport (SIN), and Hong Kong International Airport (HKG).
On the average, each airport boasts over 100 retailers. Luxury brands, small electronic boutiques, and specialty shops that offer local goods are included in this count. Although LHR’s had the least amount of shops and is below the average among the three airports, it was ranked number one.
Heathrow is the only airport that allows you to purchase at departures and pickup on arrival and home delivery to UK residents. Both Changi and Heathrow have rewards programs and separate sites that offer online shopping.
The main difference is that Heathrow only accepts reservations for items. Payments take place at the terminal, unlike Changi, which processes transactions online. In terms of socializing its offerings, Heathrow published a Thomas Pink gift card contest and its announcement of the shops at Terminal 2.
On Facebook, Changi has the most Page Likes, Check-Ins, Ratings and highest Average Rating at 4.5. These numbers are due to its high commitment to bridging the offline and online experience via social media. Notably, it engages its audience on Facebook with weekly drawings for $50 shopping vouchers for ten fans who share their wishlists. Most recently, it posted a photo album of its new retail addition, Muji.
Although Hong Kong International Airport has the most stores but online, it doesn’t feature the level of service as Heathrow and Changi. Currently, there is no rewards program, or a separate microsite to shop prior to departure is lacking. On Facebook, they posted photos of Miu Miu, Tiffany & Co, Victorinox as well as giving incentives for shopping during Chinese New Year and Valentine’s Day.
| Airports on Facebook | Code | Rank by Skytrax | Retailers | Check-Ins | Page Likes | Total Ratings | Average Ratings |
|---|---|---|---|---|---|---|---|
| Singapore Changi Airport | SIN | 2 | 144 | 4,078,212 | 392,175 | 85,332 | 4.5 |
| Heathrow Airport | LHR | 1 | 86 | 1,688,213 | 151,551 | 2,665 | 4.1 |
| Hong Kong International Airport | HKG | 3 | 167 | 420 | 20,691 | 116 | 4.5 |
London Heathrow Airport’s content from first half of 2014.
Singapore Changi Airport‘s content from first half of 2014.
Hong Kong International Airport‘s content from first half of 2014.
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Tags: changi, facebook, heathrow, skiftiq, social media
Photo credit: Rendering of new Terminal 2 store Interior. Singapore Changi Airport / Facebook