Stockholm fights arrivals competition with promotions

Kevin Rozario

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Stockholm Arlanda airport plans to develop a stronger marketing regime following the impact of arrivals store openings in Norway last year

The impact of arrivals store openings in Norway last July has prompted Stockholm Arlanda airport to establish a committee to develop a stronger marketing and promotions strategy. The airport's "joint venture" retail manager the Arlanda Schiphol Development Company Co (ASDC), the Swedish airport authority Luftfartsverket and concessionaire The Nuance Group have established more offers that appeal to its 17m departing passengers.

ASDC commercial manager Bart Doornbos said: "In spring we ran a 'win a Harley (Davidson) bike' competition to increase penetration from business passengers. The Harley attracted regular travellers back into the store so they could see the new retail offer available to them."

Most recently, ASDC ran a promotion targeting leisure travellers from mid-June to mid-August. Passengers spending more than SEK500 ($69) received a free beach towel. "We gave away 75,000 towels and increased the average transaction value and total sales," added Doornbos.

ASDC said that sales have been bolstered since the new campaigns began, but it is considering further promotions and price cuts to entice more passengers to the stores.