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Successfully optimising retail space from existing airport facilities

机译：通过现有机场设施成功优化零售空间

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This paper is based on a presentation given at the ACI Europe Trading Conference in Porto in April 2009.The aviation industry today is facing a series of unprecedented challenges and airport retailing is not immune with falling passenger numbers and changing consumer spending patterns. As businesses strive to indentify strategies in response, this paper looks at the key area of retail space. Investment in providing the optimum quantity and quality of retail space is vital for success going forward. Benchmarking has shown how much retail space should be provided and the close link between space and sales, but it is also necessary to ensure that investment in passenger processing and creating an exciting retail environment is carried out. At Macquarie, this strategy is fully embraced and case studies are described here from Macquarie's airports.
机译：本文基于2009年4月在波尔图举行的ACI欧洲贸易会议上的演讲。当今的航空业面临一系列前所未有的挑战，机场零售业也无法避免旅客人数下降和消费者支出模式变化的影响。随着企业努力确定应对策略，本文着眼于零售空间的关键领域。对提供最佳数量和质量的零售空间进行投资对于取得成功至关重要。基准测试表明应该提供多少零售空间以及空间和销售之间的紧密联系，但是也有必要确保进行对旅客处理的投资并创造令人兴奋的零售环境。麦格理（Macquarie）完全采用了这种策略，此处介绍了麦格理（Macquarie）机场的案例研究。

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