AdR "satisfied with results" of development plans in Rome

Tina Milton

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Aeroporti di Roma (AdR) has reported that it is "satisfied" with the results of the retail improvement programme it began two years ago

Airport authority Aeroporti di Roma (AdR) executive vice-president commercial Andrea Belardini has reported that the restructure of commercial activities at Rome Fiumicino and Ciampino airports is “well under way”.

The modification programme, which began two years ago, incorporates many of the key areas of AdR’s retail operations, including layout, image and atmosphere, product mix, logistics, performance monitoring, communication and promotional activities.

Belardini commented: “Now the strict link between Rome, the centre of style, shopping and fashion, and the two airports’ retail offer is becoming reality. We feel satisfied with the results since the beginning of the turnaround process, and last month we exceeded 800,000 retail transactions for the first time ever, posting a 30% increase compared with 2004."

He added: “We have strongly reviewed the product and brand mix at Fiumicino and Ciampino airports by introducing 75 new shops and concepts, which included new outlets, the substitution of existing outlets and refurbishments, with a global investment that exceeded €11m ($14m) over the past 18 months both in AdR’s directly-managed shops and in specialist retail facilities.”

AdR also reviewed the key processes of its directly-managed core category outlets, now rebranded “Good Buy Roma Duty Free Shops”, of which almost half have been refurbished with the support of The Design Solution Company. New branding and logos for the “Rome Airports Shopping Gallery” were also created to raise awareness of the retail facilities.

Last month the final phase of the terminal A mezzanine retail development was completed. The mezzanine area, which was formerly landside, has been moved airside  to enable the airport authority to add 600sq m (6,456sq ft) of space for new brands and categories to the 3,000sq m (32,280sq ft) total area. New operators have been selected through 20 informal tenders involving more than 60 retailers.

Belardini said: “The purpose of the strategy was to satisfy the expectations and needs of our domestic and Schengen passengers. The final result is that a true piece of Rome’s downtown shopping experience has been transferred to the airport.”

New shop openings include a 100sq m (1,076sq ft) Nike sports store, a 40sq m (430sq ft) CK Jeans outlet and a C’Art house design and gift store, a 90sq m (968sq ft) Liu Jo womenswear shop, a 50sq m (538sq ft) Guru fashion shop and a 60sq m (645sq ft) MBC fashion store.

Other new openings include a 100sq m Loro Piana cashmere and fashion store, a 40sq m Trussardi fashion accessories outlet, a 20sq m (215sq ft) Saldarini women’s accessories shop, a 20sq m  Wi-Fi services outlet, Linkem by Megabeam and a 70sq m (753sq ft) Zara Home shop. A 20sq m Gallo underwear store is to open shortly. Belardini is particularly pleased with the new 250sq m (2,690sq ft) Good Buy Roma walk-through store.

He said: “The new layout leads customers through all the categories in themed areas. The fragrances and cosmetics section offers a clear path to the brands and the men’s beauty section also covers a large area. The cherry on the cake is a big promotional space showing the latest fragrances at the centre of the mezzanine, where lights and screens capture customers’ attention.”

He added: “On the other side of the shop, the wine offer is very focused, with all the main labels from Lazio and a wide chocolate selection.”

AdR will complete the first phase of the revamp at the Schengen terminal B11–B21 gate area this month. About 2m passengers, travelling mainly to Schengen destinations, use the terminal, where a 600sq m (6,456sq ft) Good Buy Roma walk-through store will be the retail anchor. Recent new openings include a 35sq m (376sq ft) Almaplena women’s fashion and accessories store and a 50sq m Golf us outlet.

Operations in terminal C airside have also been reviewed and new shops have been opened in the transit hall C and at the satellite. In the transit hall, two AdR Good Buy Roma shops provide core category products and at the satellite the first directly-managed Prada store has been introduced.

At Ciampino airport, which caters mainly for low-cost carriers, the Good Buy Roma shop has been enlarged from 300sq m (3,228sq ft) to 400sq m (4,304sq ft) and the walk-through design of the store has contributed to an increase in spend per passenger of 20%.