Changi Airport's retail sales hit SG$1.1b in 2022 as passenger traffic recovers

Changi Airport's retail scene is seeing a steady recovery post-pandemic after it was reported that over nine in 10 landside and airside shops at the airport's four terminals are open for business, according to a statement by Changi Airport. It was also revealed that the airport has recorded total concession sales of SG$1.1 billion (taking into account stores in the transit and public areas, as well as its online sales) in 2022.

This represents 37% of sales in 2019 as passenger traffic continues to see steady recovery since the relaxation of Singapore’s border measures in April 2022.

Sales in December 2022 also reached 58% of its 2019 level on the back of a passenger traffic recovery to a whopping 72%. More than nine in 10 landside and airside shops are open to serve travellers as the airport prepares to welcome even more passengers in 2023.

With the near absence of travellers from China, traditionally a major market for Changi, travellers from Indonesia, India and Thailand led the way as the biggest spenders at Changi Airport in 2022. Liquor and tobacco, perfumes and cosmetics and luxury also emerged as the most popular product categories, the release wrote. Over 13 million transactions were recorded in 2022 as well, averaging about 35,000 transactions each day.

“We reinvented ourselves during the pandemic and explored creative ways to engage our customers," explained Teo Chew Hoon, Changi Airport Group’s (CAG) managing director for airside concessions, said,

The airport's retail recovery was buoyed by a slew of aggressive promotions and campaigns to entice shoppers. One of these campaigns include its airport-wide ‘Win With Changi’ shopping promotion, which ran from November 2021 to October 2022. The campaign, which allowed shoppers to earn Changi Rewards points as well as a car, boosted commercial performance received 1.6 million participating entries, contributing total sales of about SG$411 million.

Don't miss: Changi Airport Group calls creative and digital pitch

Travellers can also look forward to an enhanced shopping experience in the transit areas with the proliferation of more Changi first pop-ups. These activations often feature limited edition product launches that are first in Asia or even the world. Since the reopening of borders, there have been nine Changi first outposts, including three travel retail product exclusive launches and six concept exclusive launches. Transit travelers can expect to encounter more of these novel outposts throughout this year.

On a partnership front, Changi Airport Group reappointed Ogilvy Singapore as its creative and digital agency for a period of two years with an option to extend for another two years. The appointment begins 1 April 2023 onwards. The move comes following an extensive pitch process that began mid last year, first reported by MARKETING-INTERACTIVE. Ogilvy Singapore has been CAG’s agency of record for the brand for the last five years.

Related articles: 

The Shilla Duty Free and Dr.Jart+ dish out Changi Airport-inspired NFTS
Changi Airport markets nearby neighbourhoods to drive tourism
Changi Airport Group shows support to those with 'invisible disabilities'
Changi Airport Group takes local filmmakers under its wing to reignite travel desire