Malaysia Airports Holdings Berhad’s (MAHB) latest ‘Shop Like A Hero’ campaign invites passengers to reimagine the airport as a premier retail destination. The new campaign — appropriately hash-tagged #ShopLAH — was launched to spearhead the company’s commercial reset strategy that seeks to tap into non-aero revenue sources.
“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,” said MAHB’s senior general manager for commercial services Nazli Aziz.
“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 organisation plans to elevate the retail, dining and entertainment experience of its airports by introducing more first-in-Malaysia brands as well as offering luxury goods exclusive only at its airports. MAHB is also looking to converge online and offline retail experiences by introducing e-reward programmes and cashless payment solutions in all of its properties.
“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,” added Aziz.
The revamped retail space will be divided into four zones to simplify the experience, specifically for fashion, duty-free, entertainment and dining. On top of that, the Sense of Malaysia shops aimed to showcase authentic Malaysian products will also be launched in the second quarter of 2020.
This year, MAHB has already established new retail and dining options in both the Langkawi and Kuala Lumpur international airports. HIMPUN 2019, Dior Backstage, Hershey’s Flotilla and Licence to Win have also been successful projects for the company. Future plans are also underway in the following months for the international airports in Kota Kinabalu, Kuching and Penang.