Dufry Group has expressed its pleasure at being associated with a list of the top 10 European airports for shopping according to retail property consultancy firm Harper Dennis Hobbs (HDH).

Copenhagen and Heathrow emerged as joint winners in the HDH analysis, followed by Paris Charles de Gaulle [see below].

The global travel retail giant, which topped the TRBusiness Top 10 International Operators 2019 ranking with sales of US$8.9bn, enjoys a dominant position with a presence at seven of the ten airports listed.

“Dufry is delighted to form part of the shopping experience for seven of the top ten airports chosen,” a statement read. “We extend a huge congratulations to all of the airports on the list and are motivated to continue working together to offer an exceptional experience to passengers at all of our stores, worldwide.”

BATTLE FOR SPACE

HDH used several metrics to inform its list, such as the quality of retail fixtures per departing passenger (to ensure a fair ranking regardless of the airport’s size); the scope of the brand, product and category mix; price and value proposition; and customer satisfaction in the international departure lounge.

Airports were ranked as a whole and some terminals analysed in their own right could rank higher than the airport as a whole, said HDH.

Heathrow Airport was singled out for its ‘well-established and customer-centric pricing policy’, which guarantees that shoppers won’t pay more than the high-street equivalent, and savings of as much as 20% in most stores compared with downtown.

HDH points to a healthy airport retailing climate in the context of IATA’s forecast doubling of passenger traffic to 8.2bn by 2037, continued investment in the commercial proposition and a wider choice of products and store concepts.

However, it notes that the availability of future retail space is unlikely to fully meet demand as technology plays an increasingly prominent role in passengers’ engagement with airport retail.

“With the high demand for retail space, we see both airports and retailers investing in ways to expand their product range beyond the confines of the traditional airport retail store,” commented Simon Black, Executive Director and Head of Travel Retail, Harper Dennis Hobbs.

“Pre-ordering, reserve and collect and home delivery services enable retailers to widen their assortment and provide passengers with the opportunity to plan their airport shopping in advance of their journey through the airport.

“This insight means it makes sense for retailers to build a strong global airport strategy so that they can move quickly when spaces become available giving themselves the best chance of winning tenders in an increasingly competitive market.

“Further to this, a strong and flexible operational infrastructure is essential to support airport businesses. Brands can come unstuck if the complexities of trading in the unique environment of an airport are over looked.”