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Frankfurt Airport

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Offline business at the Frankfurt Airport is transformed into an all-in-one commerce suite. Omnichannel mall concept integrates offers of numerous retailers with the help of more than 30 systems. The solution can grow with customer needs and will help develop new business segments.


Fraport Case Study
Size: 5.21 MB | Date: 21.12.2016

Frankfurt am Main, 9:30 a.m. Alex Smith is traveling from Frankfurt Airport to Heathrow Airport today with Flight LH 906. Before setting out from home, he uses his laptop to log on to the Frankfurt Airport Shopping Portal, where he purchases a hospitality gift for his business partner.

Upon arrival at the airport, Smith parks his car in Park House 2 (as usual), so that his way to the gate is as short as possible. After check-in, Smith has enough time to pick up his purchase at the store. He receives the necessary information on his smart phone using the Airport Mobile App. After stopping by the store for his order, he still has enough time for a cup of coffee – but he has to hurry, for the flight is on-time.

Visions of the future? No.

Watch the Video Case Study:

The Challenge: Digital Transformation of the Airport

AOE’s task was to digitize the business model of Frankfurt Airport and create and build an entirely new line of business – the digital transformation of Frankfurt Airport’s offline airport business to online commerce. Airports enjoy a special position, a status that also has an impact on the provision of services for travel and retail:

  1. They have high traffic levels, respectively a high volume of passengers
  2. These customers are accurately known, identifiable and locatable through the flight data
  3. The airport controls the entire infrastructure

Cross-linking of travel information, services and shopping along the customer journey

The aim of the project was therefore to use business intelligence and personalization to provide relevant information and services to passengers during their trip – at the right time and at the right place. These microservices encompass the following features:

Shopping Experience

  • Before travel
  • During the flight
  • During airport layover
  • After the flight
  • During the return journey

Commerce Options

  • Product information
  • Product reservation
  • Online shopping
  • In-store shopping
  • Grocery packages

Fulfillment

  • Delivery time of 45 minues
  • Pick-up points
  • Pick-up during return journey
  • Gate-, lounge- or home delivery

Integration

  • Airport Mobile App & Website
  • Loyalty program
  • Logistics and fulfillment
  • ERP systems
  • Multiple IT systems
  • Logistik & Fulfillment

Omnichannel E-Commerce Suite OM³ Fact Sheet

For frequent travelers and international passengers alike, the solution will cover the entire bandwidth of the shopping experience in its final expansion stage. From online shopping, including online payment and fulfillment at the airport, to after-sales activities. Passengers should be able to look at, buy and pay for products while making travel arrangements, during the journey itself and during their stay at the airport, and be able to pick up their purchases or have them delivered to the gate or to their home, as desired.

The solution: Frankfurt Airport is transformed into an E-Commerce market place with Open Source-based omnichannel solution

Within one year, AOE implemented a complex E-Commerce- / online mall concept for Frankfurt Airport, including systems architecture at the technical level. As part of the concept, numerous retailers with their respective systems and product ranges had to be integrated into a single E-Commerce market place.

During the project, special challenges were mastered, including the functioning integration of approximately 30 systems, the scalable connection of a variety of retailing systems and product ranges as well as the collaboration with various service providers in an agile team of up to 80 people.

In addition to the complex architecture and logistics of the diverse and numerous functions, all existing systems such as customer relationship management (CRM), product information management (PIM) and the Fraport Loyalty Program needed to be integrated.

Business Benefits

  • Business model digitization
  • Mall concept, retailer platform
  • Omnichannel solution
  • Personalization, customer journey
  • Digital signage
  • Business sector development

The Result: A completely new commerce suite concept for the travel industry

The new solution offers passengers a variety of useful options for planning their travel and during the trip itself, during online and offline shopping at the airport and for accessing Frankfurt Airport services. Passengers can inform themselves about products and shop in advance of their trip or during layover- and waiting times. This significantly increases the window for shopping and makes waiting time utilizable, thus boosting sales. For retailers, the platform represents an additional marketplace that places all shops at the customer’s fingertips and makes all products available within no more than 45 minutes. Find here more info about the OM³ Suite.

Conference Talk "Mastering Omnichannel Retailing at Frankfurt Airport"

Get more insights about the Frankfurt Airport project in the video of Imagine Magento 2016 Conference Talk of Kai Schmidhuber, Vice President Digital and E-Commerce at Fraport, and Kian Gould, CEO of AOE.

All Projects

E-Commerce, Mobile, Web Application, Web Portal,
E-Commerce, Retail, Services, Tourism,
May 2016
1462870020
66539458877