The new campaign has been announced with the aim of transforming the public view and improving the experience of passengers during their time at the airports.
In the hope of leading the company’s commercial reset strategy, Malaysia Airports have introduced the new ‘Shop Like a Hero’ (#ShopLAH) campaign, helping to envision its airports as extravagant and exciting destinations.
The aim is to encourage passengers to re-imagine the airport as a shopping destination, rather than just simply a transportation centre. The company will introduce specially crafted premium shopping and dining experiences, hoping to encourage passengers to arrive earlier and take advantage of the space and opportunities on offer.
Nazli Aziz, Malaysia Airports’ senior general manager for commercial services, said: “We have yet to realise the full potential of what our airports could be beyond our traditional revenue streams.
Globally, retail concessions are the largest source of non-aero revenue and we aim to emulate that with our airports. The downtown retail sentiment is very sombre but travel retail at airports continue to go on an upwards trend. So, there is mass potential for us to leverage on this, while also addressing passenger behaviours that now value shopping experiences that provide a sense of exclusivity and personalisation.”
The campaign hopes to improve the retail, dining, and entertainment experience by introducing more brands and luxury goods exclusive to its airports. Other efforts include e-reward programmes, cashless payment solutions, and ensuring reliable, free internet access in all properties.
The renovations will see the launch of new retail zones – the retail space will be divided into fashion, duty-free, retail entertainment, and dining. The company also intends to launch its own chain of retail outlets in 2020.
Aziz continued: “Our focus is to provide a retail experience like no other by designing every part of their journey – evoking a sense of excitement and wonderment as they pass through our terminals. Hence, we are revamping the retail make-up of our locations to close the gap between what the consumer demands and what Malaysia Airports can offer.”
Already planned for the campaign are new retail, dining, and retail entertainment options in Langkawi International Airport (LGK) and Kuala Lumpur International Airport (KUL). Similar installations will follow at Kota Kinabalu International Airport (BKI), Kuching International Airport (KCH), and Penang International Airport (PEN) in the coming months.