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Frankfurt Airport: Digitalization of Airports & Travel Retail

About the Case Study

How can an international airport digitalize its business model and transform its online offering into an Omnichannel travel retail and shopping hub? Frankfurt Airport was faced with this task. To meet this challenge, the airport asked AOE to develop and build a completely new line of business. The aim of the project was to provide passengers with relevant information, shopping options and services in the right place at the right time. With AOE’s OM³ Suite, Frankfurt became the first digital airport in the world.

Business Benefits

  • Business model digitalization
  • Omnichannel solution
  • Mall concept, retailer platform
  • Personalized customer, journey
  • Development of a completely new business sector

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Digital Transformation

Offline business at Frankfurt Airport is transformed into an all-in-one commerce suite. Business intelligence and personalization optimize the customer journey.

Unique Travel Retail Suite

Travel- and shopping mall concept integrates offer of numerous retailers with the help of more than 30 systems. The solution grows with customer needs and develops new business segments.

New Commerce Concept

Unique new omnichannel retail concept simplifies seamless on- and offline shopping for passengers. Platform cross-links travel information, services, local stores and online shopping.

Management Summary:
Omnichannel Airport Commerce with OM³

Within one year, AOE implemented an E-Commerce/online mall concept, including system architecture, in which a large number of merchants with their systems and product ranges had to be integrated into a single E-Commerce marketplace. An agile team of up to 80 people mastered particular challenges by integrating some 30 systems, connecting a large number of dealer systems and product ranges, and collaborating with various service providers. In addition to the architecture and logistics of the numerous functions, all legacy systems and the loyalty program had to be integrated.

The new solution offers passengers a variety of helpful options for planning and carrying out their travel, for online and offline shopping at the airport and for using Frankfurt Airport services. Passengers can find out about products and shop in advance or during their stay and layover times at Frankfurt Airport, which considerably increases the time window for shopping, makes good use of available time and thus boosts sales. For retailers, the platform is an additional marketplace that makes all shops directly available to customers and can deliver all products in a maximum of 45 minutes.

Karl-Heinz Dietrich

Senior Executive Vice President Retail & Real Estate / Fraport AG
There is a strong causality between in-store retail and E-Commerce. With the launch of our E-Commerce marketplace, we are providing a unique shopping experience to our customers. They can choose and order products online, obtain detailed information and have the products sent to their home."

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