Surging traveller numbers, revamped retail spaces and a focus on omnichannel engagement are paying off at Changi International Airport, as the Singapore hub reports retail sales rebounded to 60% of 2019 levels in January.
Travellers from Indonesia, Thailand and Vietnam are leading the recovery, while traditionally strong categories including P&C, liquor, tobacco and luxury drive spending.
The figures come following a period of revamp and refresh in the airport’s retail offer, which includes 140 airside concession leases being concluded in the last year, including the introduction of 19 new brands and concepts for the airport.
Among the new arrivals are the largest Bacha Coffee store in the world in Terminal 3, new luxury boutiques for Dior, Louis Vuitton and Tiffany & Co in Terminal 1 and the debut of Korean streetwear label ADLV in Terminal 4.
These new arrivals have come along with an upgrade to the wider retail space at Changi. Last year, the airport completed a revamp of the Terminal 1 Departures Central Piazza to create “a sense of warmth and serenity”, while the west wing has got a refreshed design to rejuvenate and elevate the retail and F&B experience, according to airport bosses.
Pop-up stores and omnichannel engagement have also played a role in the upswing. The Guerlain pop-up in Terminal 3 is just one example, celebrating the launch of the new Jasmin Bonheur fragrance from its L’Art & La Matière collection.
Th airport’s shopping concierge service and an enhanced brand offer on the iShopChangi platform have also been