Malaysia Airports has announced the launch of its ‘Shop Like A Hero’ campaign or #ShopLAH to spearhead the company’s commercial reset strategy that envisions its airports as vibrant, luxurious, and exciting destinations.
#ShopLAH invites passengers to reimagine the airport from being a functional transportation hub into a shopping destination in its own right with specially crafted premium shopping and dining experiences that will encourage them to “arrive earlier at the airport so that they can shop like there’s no tomorrow.”
Malaysia Airports’ senior general manager for commercial services, Nazli Aziz, 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.”
In line with Malaysia Airports’ commercial reset strategy, the #ShopLAH campaign seeks to elevate the retail, dining, and entertainment experience of its airport to a more premium stratum. The organisation plans to achieve this by featuring more ‘firsts’, brands and offering luxury goods exclusive only at its airports. On top of that, it is looking to converge online and offline retail experiences by introducing e-reward programmes, cashless payment solutions, and ensuring reliable, free internet access in all its properties.
In 2018, international airports in Malaysia saw 84.7 million passengers passing through its terminals. As of August 2019 (YTD), collectively, the five international airports have already seen a 4.8 per cent growth in passenger movement.
“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,” adds Nazli Aziz.
The revamp will include the introduction of new retail zones that will simplify the shopping experience at their airports. The retail space will be divided into a fashion avenue; duty-free, retail-tainment and dining zones. At the same time, Malaysia Airports very own chain of retail outlets named “Sense of Malaysia” will provide customers with a sense of place when it is launched in the second quarter of 2020.
Already on the cards for this campaign is the establishment of new retail and dining options in Langkawi International Airport (LGK) and Kuala Lumpur International Airport (KUL), as well as retail-tainment attractions such as HIMPUN 2019, Dior Backstage, Hershey’s Flotilla and Licence to Win (LTW). There will be more planned in the following months in its other international airports including Kota Kinabalu International Airport (BKI), Kuching International Airport (KCH), and Penang International Airport (PEN).