Improving Terminal Design to Increase Revenue Generation Related to Customer Satisfaction (2014) / Chapter Skim
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From page 6... ...
6The following chapter summarizes the primary Guiding Principles for increasing concession revenue and customer satisfaction in this Handbook. These principles include factors that influence facility design and concession selection and placement, and generally result in higher levels of customer satisfaction.
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From page 7... ...
Guiding Principles 7 2.2 Concentrating Passenger Footfall Passenger footfall, as it relates to airport concessions, is the number of passengers traveling past or within proximity of a particular store or concession node. There is a critical link between revenue and passenger footfall.
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8 Improving Terminal Design to Increase Revenue Generation Related to Customer Satisfaction 2.2.3 Minor Nodes Minor concession nodes are typically smaller and offer less diverse concession opportunities than major concession nodes. The positioning of minor nodes serves those passengers who have already passed through the major node or passengers within nearby holdrooms that are unwilling to leave their gate/holdroom or traverse the distance to the major node.
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From page 9... ...
Guiding Principles 9 2.3.2 Specialty Retail Specialty retail concessions typically cater to customers seeking luxury or specialty merchandise. The types of products carried by specialty retail concessions may include jewelry, leather goods, electronics, personal care products, apparel, toys, and souvenirs.
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10 Improving Terminal Design to Increase Revenue Generation Related to Customer Satisfaction 2.4 Passenger Awareness to Concession Offerings Creating awareness of the available concessions in an airport terminal improves the passenger experience by informing potential customers of the types of food service and retail that can meet their needs and wants. This awareness can be generated in a variety of ways: • Locate concessions so that they are visible from primary circulation routes.
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From page 11... ...
Guiding Principles 11 This constraint may ultimately reduce customer satisfaction, decrease concession sales, and result in reduced revenue. Optimizing concession block sizes reflects the need to determine the width and depth or overall square footage needed, which varies depending on the type and requirements of each individual concession: • Retail concessions often have anywhere from a 1:1 width–to-depth ratio to a 1:3 width-to-depth ratio.
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From page 12... ...
12 Improving Terminal Design to Increase Revenue Generation Related to Customer Satisfaction • The airport operators' objective should be to make food concessions easy to find, cater to those who planned ahead, and offer fast service for those who may be making an unplanned stop. For related topics, see Sections 3.7.6.1 and 4.1.5.
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From page 13... ...
Guiding Principles 13 2.7.1 Wayfinding Wayfinding within airports, especially larger facilities, can be a significant challenge and source of anxiety for many passengers. Due to increasingly large and complex airport systems, adequate wayfinding is critical in maintaining high customer satisfaction.
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From page 14... ...
14 Improving Terminal Design to Increase Revenue Generation Related to Customer Satisfaction • Providing non-traditional seating configurations tends to reduce passenger anxiety and increase overall customer satisfaction. For related topics, see Sections 3.6.3.1 and 4.1.3.2.
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From page 15... ...
Guiding Principles 15 The compromise is that passengers flowing past concessions are less concentrated with a need to duplicate concession locations in multiple unit terminals, often resulting in less concession variety for the passengers. For related topics, see Sections 3.3.4.1 and 3.3.4.2.
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From page 16... ...
16 Improving Terminal Design to Increase Revenue Generation Related to Customer Satisfaction 2.11 Ancillary Land Development Airports are utilizing ancillary land development to generate additional revenue while improving customer (air traveler) satisfaction.
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