Spanish Airport Authority AENA has used WITNESS Simulation to improve the commercial retailing in its network. The commercial simulation aim is the provision of a wide range of retail shopping and services at airports, aimed at maximizing non aeronautical revenue, satisfying market demand and providing consumer satisfaction on terms of the service offered.

The purpose of the airports simulation model developments are:

• Optimize the initial layout of the shopping center, maximizing the revenue.
• Ensure the "correct" mix of shops (renewal of principal concessions, etc.).
• "Clever" en routing of passenger flow, according the seasonal flight schedule.
• Establish opening hours of shops, shifts of vendors according demands.

In order to develop these models AENA (Spanish Agency for Airports Network) has been working in two projects.

• Passenger Flows (to get automatic electronic counters on alternative commercial corridors)
• Customer ID / Preferences (to identify customers choices, purchasing preferences and profiles).

Passenger Flows

To establish automatic electronic counters on alternative commercial corridors.
 

Purpose:	Maximize pax flows along retailing corridors for window shopping
Outputs:	Determine pax flows through each sector / corridor to: Provide shop concessionaires with precise figures and "guaranteed window shopping pax" Fix rent values (euros/sq.m) with an objective tool for the range of sector / corridors. Suggest the "opening hours" (shift staff levels) of shops.
Procedure:	Using the operational terminal model with a WITNESS simulation licence.

Customer ID / Preferences

Customer choices / purchasing preferences / profiles.
 

Purpose:	to identify the customer profiles and behaviors regarding purchase / consumption on airport shopping.
Outputs:	Determine : Segmentation of pax by flight typology / fares ? Data from P.O.S. (Point of Sales) on each category. (Nº of transitions, Average amount / transaction, Flight destination, ....) Correlate / Pax ID/Flows With P.O.S. data
Procedure:	research using the sales / surveys data with WITNESS Miner.

The simulation is used to explore alternative retailing scenarios. These models require input Data: Suitable flights schedules and operational procedures to analyze:These models require input Data: Suitable flights schedules and operational procedures to analyze:

• Location, size and type of retail shops.
• Location, size and type of catering facilities.
• Conversion Ratios Analysis (nº of transactions / nº of customers).

The models Provide as output Data: Track (with time) of...

• Customer volume per corridor.
• Revenue performance by type of shop (department store, tax free shops, specialist / branded retailers, etc.).
• Revenue performance by type of catering facility (restaurant, bars, pubs, deli, self-service, etc.).

With these models the airport planners can determine, the space requirements and suitable locations that are needed in order to satisfy customer retail shopping and services future demands.

The airport operators also can determine, with the models, the types, sizes, locations and opening hours of shopping centers and catering facilities by passengers terminals to maximize revenue for the Retail Concessionaires and Airport Authority.