Retail Media at Frankfurt Airport (FRA)

Retail Media: When media, retail and airports come together

What happens if media, retail and airports are not considered in isolation, but as a single integrated system?

The LZ Retail Media Day demonstrated just how much potential this partnership holds. Martin Korosec, Georg Fuhrmann and Jan-Dieter Schaap highlighted, from three different perspectives, what makes Retail Media Impact at Frankfurt Airport so special.
 

A customer journey from initial awareness to the point of sale

At Frankfurt Airport, Airport (Fraport), Retail (Frankfurt Airport Retail) and Media (Media Frankfurt) work in tandem throughout the entire customer journey – from the first point of contact in the terminal right through to the shop and thus directly at the point of sale.

A configuration that, apart from Frankfurt, exists at only one other airport in the world.

For brands, this approach opens up the possibility of combining airport advertising, retail media and activation to reach travellers throughout the various stages of their journey.

Martin Korosec illustrated the approach using three case studies:

• Apple Pay combined brand presence with the direct payment environment.
• Jägermeister combined media, sampling and in-store promotions throughout the passenger journey.
• Toblerone turned an exclusive edition, developed in collaboration with Swarovski, into a brand experience through on-site activation and influencer engagement.
   

The urge to buy arises even before you enter the shop

From a retail perspective, Georg Fuhrmann highlighted the challenge brands face today: in a world of constant availability and high price transparency, they must set themselves apart in an environment offering a vast choice – and, where possible, generate the impulse to buy even before travellers enter a shop.

This is precisely where the link between media and travel retail comes into play: communication accompanies the journey and brings brands closer, step by step, to the moment of the purchasing decision.
 

The airport as a unique setting for retail media

Jan-Dieter Schaap added the airport’s perspective. Long passenger journeys, long dwell times and a particular openness to inspiration create conditions at the airport that differ significantly from those in many other communication and retail environments.

Research carried out at Frankfurt Airport confirms the impact of this synergy: it has led to higher transaction volumes and rising turnover.

Retail Media Impact at Frankfurt Airport thus brings together three perspectives within a customer journey:

Media attracts attention. Retail brings brands closer to the point of purchase. The airport provides the setting for a seamless journey.

That is precisely where the strength of this approach lies.

Many thanks to the LZ Retail Media Day team and the dfv Conference Group for providing the platform, the opportunity for discussion and a successful day’s event.

Erfahren Sie hier mehr über Retail Media Impact.