Nelson provides day one highlight of ACI event

John Rimmer

Print Article E-Mail Article E-Mail Author

The 15th ACI Europe Airport Trading Conference got under way in London today (February 28), with a presentation from BAA retail director Stephen Nelson among the high points

The ACI Europe Airport Trading Conference began at London's Royal Lancaster hotel today, with over 300 delegates hearing from some of the European industry's leading landlords and operators. Among the highlights of day one was a presentation from BAA retail director Stephen Nelson, who addressed the need for travel retailers to innovate by addressing the problems that stunt the industry's growth.

He characterised these obstacles using the terms "psychic abuse" and "time abuse". "Psychic abuse" refers to the way in which customers do not fee individually treated, listened to or excited by the airport offer. Nelson related "time abuse" to long queues and unclear signage at the airport.

To heal "psychic abuse", Nelson suggested the harnessing of mobile technology to deliver targeted offers to customers via their mobile phones. BAA is already experimenting with broadband service provider Imode to allow users to download information about flights and airport shopping.

"If we don't embrace [the digital future], there will be a huge divide between what people experience outside and inside the airport," argued Nelson. "World Duty Free has made a multi-million investment in electronic point of sale systems that we can link to mobile technology and biometrics in the long term. We don't want to get caught on the hop."

Among other highlights of the event's first day was a welcome address by BAA CEO Mike Clasper, who explained the growing importance of retail to the UK airports operator. "These are very exciting times," he told delegates. "We're very proud of the retail theatre we'll provide in [London Heathrow's new] terminal five."

Delegates also heard a detailed explanation of the Espace Voyageur concept by AFCOV president Alain Falque, plus addresses from leading retailers Nuance-Watson (HK), represented by managing director Alessandra Piovesana, Gebr Heinemann director of retail Raoul Spanger and Aer Rianta International-Middle East managing director John Sutcliffe, who reminded airports of the need for balanced relationships between landlords and tenants.

A full report on the event will appear in DFNI March 15.