the use of business intelligence to maximise airport retail and f&b performance
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Concessionaire Analyzer+
Concessionaire Analyzer+Maximising airport retail/F&B performance
www.concessionaireanalyzer.com
Concessionaire Analyzer+
Airport Revenues
Aviation sector revenue $59.5 billion in 2011 Continued downward pressure on airports’ aeronautical revenues
Frequently non-profitable sector
Non-aviation sector revenues $45.9 m in 2011 Retail & F&B largest component (27%) except in N America
Airports’ Retail and F&B revenues = $12.4
Source: ACI Economics Report 2012
56%
44% Aeronautical
Non-
aeronautical
Concessionaire Analyzer+
Context
Continued downward pressure on airport’s aeronautical revenues from airlines & competition
Revenue sharing schemes in place at most airports on retail and F&B
Airports are increasingly reliant/focused on retail & F&B sales as source of revenue Increasing aeronautical revenue is costly – requires increased
pax & infrastructure investment Small % improvement big value.
Need to measure and influence retail performance
Concessionaire Analyzer+
Current Situation
Retailers measure their own sales, footfall, sales by area, KPIs etc. Do not have vision of total sales in airport or sales by category
Airports collect sales mainly for billing of concession contracts. Focused on billing with limited analysis
Data collection limited Weekly or monthly by category - not transaction level
Sometimes by flight – variable quality
Almost always via e-mail and not structured
Lacks control and audit
Billing process lacks automation & controls
Performance analysis generally limited and manual
Concessionaire Analyzer+
The Opportunity
opportunity for further improvement through better analysis and tactical actions to drive airport’s decision-making & planning
reduce delay in data collection & analysis Increase agility and responsiveness to trends
increase level of detail & thus capability for analysis
combine sales data with flight, pax and people counting data
assess impact of promotions, digital advertising etc.
share analysis with concessionaires to provide performance analysis
people counting as revenue booster rather than queue management
boost performance of retail/F&B sales and income
Concessionaire Analyzer+
CA+ Overview
Collect sales
data
Analyse
Performance
Concession
Contracts,
Revenue & Billing
Airport
POS
Automates receipt of retail and F&B sales data from concessionaires to allow subsequent analysis.
Provides insight on performance of airport retailers and F&B operators, flights, routes, retail categories, terminals etc.
Enables recording ofcommercial agreements and determination of revenues on sales and billing of concessionaires.
An optional Point-of-Sale solution aimed at airport retails and F&B operators that provides real-time airport sales.
Concessionaire Analyzer+
CA+ Objectives
Implement a low touch cost method for collection of concessionaire sales data Improve controls & auditing
Reduce latency of information
Obtain data at detailed level of granularity
Analyse retail and F&B sales to drive airport’s decision-making
Share analysis with concessionaires to boost their performance
Calculate revenue agreements & billing
Enable improved resource allocation
Concessionaire Analyzer+
Concessionaire Analyzer+
What is the CA+ Solution?
CA+ is a software solution that allows airports and airport retailers to boost their performance consisting of:
Centralised data warehouse Integration layer to receive sales & product data from
retailers/F&B Business Intelligence platform – web, iPad, Android tablets CA+ Portal – role based for airport & concessionaire users Integration component for: Flight information including passenger numbers per flight People Counting Systems data (next on roadmap)
Shireburn Airport.PoS solution Airport specific functionality & real-time data collection
Concession contracts management Billing Engine for revenue share calculation & billing
Concessionaire Analyzer+
What does CA+ do? Collects retail sales data into a data warehouse together with
passenger & flights data
Provides customizable BI platform allowing measurement & analysis of retail performance to airports to drive revenue improvements Equalises analysis with performance per passenger by
flight, route, carrier, retailer category etc.
Allows concessionaires to benchmark their performance against similar categories of retailers in terminal/zone etc
Maintains concession agreements with revenue share, guarantees
Enables automation of revenue calculation & concessionaire billing
Improves intelligence for negotiations by airports with airlines & concessionaires
Improves resource allocation
Improves auditing and controls
etc.
Concessionaire Analyzer+
BI Analysis
BI module provides role based dashboards including drill-down & filtering
Dashboard composition can be determined centrally for a role or configured by user
CA+ BI Builder allows self-service building of additional BI components
Open database for ad-hoc reporting, querying & use of your own preferred BI solution
Browser, iPad, Android
Concessionaire Analyzer+
Capabilities
Analyse Revenue not just Sales
Assess performance before, during & after a promotion
Assess impact of digital advertising campaigns
Compare sales/pax etc across concessionaires in same retail category for benchmarking
Monitor conversion rates from people counting/flow
Walk by Walk in Buy
Monitor trends – work with concessionaire to gain improvements
Compare performance by retail category, zone in terminal etc.
Allow concessionaires to benchmark their performance with others in same retail category
Improve intelligence for negotiations with airlines & retailers
Concessionaire Analyzer+
Concessionaire Analyzer+
Concessionaire Analyzer+
Concessionaire Analyzer+
Concessionaire Analyzer+
Concessionaire Analyzer+
Revenue Calculation & Billing
Maintains commercial contracts revenue share % by product category, by destination (e.g.
EU/non-EU), by sales threshold
minimum guarantees
rents
additional charges e.g. maintenance fees, internet charges etc.
Undertakes daily revenue calculations
Generates concessionaire billing
Concessionaire Analyzer+
Airport POS
Optional POS with standard POS functionality plus airport specific features:
Fully functional POS solution Tagging of sales to flights Destination-dependant pricing/tax/excise Support for airline voucher payments/reporting Staff sales monitoring Integrated with Concessionaire Analyzer+ Real-time data collection
Concessionaire Analyzer+
Deployment On-premises or hosted
Opportunity for managed service
Flexible licensing model
Concessionaire Analyzer+
Main Benefits
Enables better understanding of retail sales patterns & profile of passengers, routes, airlines, pop-up shops etc.
Greater analysis through greater detail
Freshness of data – typically collected daily
Assess impact of promotions, digital advertising etc.
Benchmark, monitor & optimise performance of concessions, product categories, routes, zones, terminals
More accurately predict future trends & planning
Improve negotiations with airlines & concessionaires
Improve control & auditing
Improve flexibility of contracts & automate billing
Maximize retail sales, revenue & performance
Concessionaire Analyzer+
www.concessionaireanalyzer.com
Shireburn Software LtdTel +356 2131 9977
www.concessionaireanalyzer.com