Changi Airport’s retail sector is making a strong comeback after the pandemic, with over 90% of landside and airside shops across its four terminals open for business, according to a statement by Changi Airport. The airport has also reported total concession sales of SG$1.1 billion in 2022, inclusive of sales in the transit and public areas, as well as online sales. This represents a significant recovery from the pandemic, accounting for 37% of sales in 2019 as passenger traffic continues to see steady improvement.
Sales in December 2022 further reinforced this recovery, reaching 58% of 2019 levels due to an increase in passenger traffic to 72%. More than 90% of landside and airport shops are available to serve travellers as the airport prepares for an even more significant influx of passengers in 2023.
Key Markets and Popular Products
The traditionally major market for Changi, China, experienced an almost complete absence of travellers, while travellers from India, Indonesia, and Thailand led the way as the most significant spenders at the airport in 2022. The most popular product categories were liquor and tobacco, perfumes and cosmetics, and luxury items. More than 13 million transactions were recorded in 2022, with an average of around 35,000 transactions per day.
The Impact of Promotions and Partnerships
Changi Airport’s retail recovery was supported by a series of aggressive promotions and campaigns aimed at enticing shoppers. Shopping at Changi Airport during the “Win With Changi” programme, which lasted from November 2021 to October 2022, earned participants Changi Rewards points and entered them into a raffle for a vehicle. The campaign contributed total sales of about SG$411 million and received 1.6 million participating entries, boosting commercial performance.
Additionally, with the proliferation of more Changi First pop-ups, travellers can anticipate an improved shopping experience in the transit areas. These pop-ups frequently showcase the first Asia-wide or even global limited edition product launches. Nine Changi First outposts have been established since the borders were reopened. Among them are three exclusive travel retail product launches and six concept-only launches. Throughout the year, transit users can anticipate seeing more of these distinctive outposts.
Additionally, Ogilvy Singapore was recently reappointed by Changi Airport Group as its creative and digital agency for a term of two years, with the possibility of an additional two years. The decision was made after a lengthy pitching process, and Ogilvy Singapore had served as CAG’s official agency for the brand for the previous five years.
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Changi Airport’s retail sector is bouncing back after a difficult year due to the pandemic, with sales and passenger traffic recovering steadily. The airport’s marketing campaigns and partnerships have played a crucial role in driving this recovery. Travellers can expect even more exciting developments in the transit areas with the proliferation of Changi first pop-ups and product launches. The future of Changi Airport’s retail sector is looking bright, with the potential for continued growth and innovation
