Heathrow: Reserve & Collect Service becomes Omnichannel Heathrow Boutique

About the Case Study

With 78 million passengers annually and 76,000 employees, Heathrow Airport is Europe’s largest airport. Like all airports, Heathrow has to deal with the changing shopping habits of its passengers – especially since the non-aviation business is becoming increasingly important. In order to meet the new customer requirements, Heathrow’s goal was to replace the existing Reserve & Collect system with a sophisticated, digital marketplace that combines flight information, shopping and airport services on a single platform. With customer-friendly processes, the airport is successful in creating high-end E-Commerce for over 300 luxury brands in the Heathrow Boutique.

Business Benefits

  • Digital marketplace with a focus on premium products
  • Connection of flight info, shopping and services
  • Seamless omnichannel customer experience
  • Automated order management and fulfillment
  • Scalable, future-proof and expandable solution

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Digital Marketplace

All shops, products and airport services consolidated on one platform.

Digitalized processes

Automation of product maintenance, order management and fulfillment.

Omnichannel Commerce

Seamless shopping experience across all devices, sales and communication channels.


Management Summary: Digital Marketplace for Premium Brands

The new digital marketplace was to replace the existing Reserve & Collect system, with Heathrow placing great emphasis on a scalable and future-proof solution with significantly reduced maintenance and automated processes. It was also important to integrate flight information as well as existing and future retailers, products and airport services such as personal shoppers or Collect on Return. Other requirements included simplified product maintenance, solutions for fulfillment, order management and payment. As a first step, the existing Reserve & Collect system was migrated to AOE’s new digital OM³ marketplace during ongoing operations, including products, merchants and processes, without any obvious interruptions for passengers. 

The Heathrow Boutique is an important element in the overall strategy to digitalize the airport's non-aviation revenues. With the successful launch of the OM³ platform, Heathrow now has a powerful and sustainable digital marketplace that meets modern requirements and customer demands and can be continuously expanded. The scalable solution uses automated processes in product maintenance, order management and fulfillment, reducing manual effort for Heathrow and its retailers. The marketplace offers passengers all necessary flight data, airport services, shops and products on one platform. Thanks to attractive premium products and targeted marketing campaigns, the solution has met with widespread acceptance by passengers.

Chris Annetts
We have a long-term vision to deliver a seamless digital experience for all our passengers, both inside the airport and in the comfort of their homes. This partnership with AOE is the next step towards building seamless end-to-end experiences for passengers and enabling us to interact with them more efficiently for an enhanced and memorable journey.
Chris Annetts
Retail and Service Proposition Director
London Heathrow

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