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Auckland Airport: Online engagement and on-site fulfillment with The Mall

About the Case Study

Auckland Airport and AOE launched the first version of The Mall in 2018 as part of a wider solution to increase engagement and penetration among the more than 19 million passengers who pass through Auckland Airport every year (pre-COVID19). With shoppers short on time, unsure about stepping into stores and more digitally-connected than ever, The Mall puts the airport shopping experience in the hands of both domestic and international passengers at every stage of their journeys. It offers seamless delivery through a flexible platform that can be readily expanded to create and incorporate new and sustainable revenue streams. With The Mall, Auckland Airport and AOE are demonstrating how airports and retailers can work together to create a unique experience on one simple and accessible platform.

Business Benefits

  • Convenient Omnichannel shopping experience
  • Passengers save time, effort, duty fess and GST
  • Integration of Off- and On-Airport Business
  • On-Airport Fulfillment at Collection Points
  • Additional customers and new revenue streams

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Convenient duty- and tax-free shopping at your fingertips

The Mall allows both domestic and international travelers to have the airport shopping experience in the palm of their hand at any stage of their journey

Highly efficient and convenient, both for retailers and for customers

The marketplace, delivered on a dedicated platform, provides a streamlined experience for shoppers and service providers. This solution creates a longer selling period, with easy payment and swift delivery

Easy to use, allowing for a rapid onboarding of additional retailers and sales channels

The single platform and single basket approach creates an easy-access portal which can easily adapt to accommodate any new business or revenue stream as it arises

Management Summary: New platform revolutionizes
tax-free shopping in the travel retail segment

The Mall has transformed a series of disconnected and fragmented services into a single, easy-access, digital marketplace that provides the full airport shopping experience - any time, any place. This best-in-class retail experience has delivered a 20% increase in ECommerce sales (prior to the pandemic) and doubled the volume of sales in the downtown sector by integrating on-site, off-site and online retail.

With a sophisticated promotion engine that taps into the shopper’s desire for promotions and a flexible platform that can easily onboard any new service or revenue stream, The Mall is a tailored, proven solution for today and the future.

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challenges and prepare for change.


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