Frankfurt Airport Boosts Home Delivery of Retail Merchandise
Photo Caption: A woman shopping at Frankfurt Airport in Germany. Frankfurt Airport has an omnichannel plan — offering home delivery, killing its native app, testing biometrics, and unifying its databases. Source: Frankfurt Airport.
Skift Take
Frankfurt Airport is ahead of many other airports in offering passengers home delivery of retail goods, abandoning its unnecessary mobile app, and unifying its customer databases for savvier marketing.
E-commerce was already threatening the impulse-driven model of airport retail when the pandemic struck, depriving the shops in their terminals of customers. Frankfurt Airport is one of many that has been responding to changing realities.
A look at Frankfurt's digital game plan — offering home delivery, killing its native app, and unifying its consumer databases — suggests some practices that may be relevant to airports worldwide.
Even before the crisis, Frankfurt Airport was attempting to adapt to the changing shopping behaviors of the 70 million passengers passing through it each year. In 2015, its parent company Fraport said it wanted to make online shopping a bigger part of Frankfurt Airport's overall revenue. But it also wanted to u
