TRAVEL CORRESPONDENCE
Retail sales at Changi Airport showing signs of recovery, registering S$1.1 billion in 2022
Sales at 58% of pre-Covid levels in December
More exciting shopping experiences and promotions to drive sales
‘Win With Changi’ grand prize winner drives off with an all-electric Porsche TaycanRelated Articles
SINGAPORE – Concession sales at Changi Airport have been boosted as passenger traffic continues to see a steady recovery since the relaxation of Singapore’s border measures in April 2022. Changi’s stores in the transit and public areas, as well as its online sales, recorded total concession sales of S$1.1 billion1 in 2022, representing 37% of sales in 2019. Sales in December 2022 reached 58% of the 2019 level on the back of a passenger traffic recovery to 72%. More than nine in 10 landside and airside shops are open today 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 & Tobacco, Perfumes & Cosmetics, and Luxury emerged as the most popular product categories. Over 13 million transactions were recorded in 2022, averaging about 35,000 transactions each day.
Ms Teo Chew Hoon, Changi Airport Group’s (CAG) Managing Director for Airside Concessions, said, “We reinvented ourselves during the pandemic and explored creative ways to engage our customers. We were also relentless in rolling out promotions and attractions to delight passengers and enhance their shopping experience. Among these was the year-long ‘Win With Changi’ campaign. As we congratulate the winner of the Porsche Taycan and the other lucky winners of the 100 million Changi Rewards points this year, we are also readying ourselves to welcome more passengers with even more exciting promotions.”
The airport-wide ‘Win With Changi’ shopping promotion, which ran from November 2021 to October 2022, boosted commercial performance at Changi Airport last year. The campaign received 1.6 million participating entries, contributing to total sales of about S$411 million.
To participate in ‘Win With Changi’, members of Changi Rewards (CR), the airport’s loyalty programme, just needed to spend S$50 at the airport’s terminals, Jewel Changi Airport (Jewel), iShopChangi or Changi Eats to participate. A total of 100 million Changi Rewards points (worth S$500,000) were given away during the campaign period including weekly, monthly and quarterly winners. One lucky shopper was also picked each month for a shot at winning the Taycan at the Grand Draw event.
Out of the qualifying buys of the 12 Grand Draw finalists, half were purchased from Changi Airport’s terminals and iShopChangi, while the other half were from Jewel, with the smallest qualifying spend being a S$52 prune lapis (layer) cake from Lavender Bakery in Jewel, ordered via Changi Eats.
Grand Prize winner of the ‘Win With Changi’ campaign crowned
On Sunday, 19 February 2023, the Grand Prize winner of ‘Win With Changi’ was crowned. Singaporean Amanda Marie Siow, 30, challenged the 11 other campaign finalists in a series of four thrilling games in an event held at Jewel’s Cloud9 Piazza, ultimately emerging as the champion. The teacher took home the coveted grand prize of an all-electric Porsche Taycan.
Upcoming promotions
With nearly all the shops open in the terminals now, CAG is ramping up collaboration with brand partners to offer a myriad of shopping and dining promotions at the airport this year.
Among them is Changi Airport’s popular ‘Be A Changi Millionaire’ campaign, which is set to make a comeback later this year for the 11th instalment. The airport-wide year-long shopping promotion ups the stakes, with shoppers standing a chance to win the highly coveted grand prize of S$1 million in cash. Aside from the grand prize money, campaign participants can also win other enticing rewards peppered across the year.
iShopChangi, the airport’s e-commerce platform, will be keeping up the momentum of shopping delights with not only up to 40% off wines and spirits all year round, but monthly promotions for both travellers and non-travellers which extend to its many other product categories. With iShopChangi celebrating its tenth anniversary this year, shoppers can expect fantastic promotions as the brand celebrates with its customers, old and new alike.
Travellers can also look forward to an enhanced shopping experience in the transit areas with the proliferation of more Changi 1st 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 1st outposts, including three travel retail product exclusive launches and six concept exclusive launches. Transit travellers can expect to encounter more of these novel outposts throughout this year.
Alcohol connoisseurs can look forward to the second installation of ‘World of Wines and Spirits’ this year. A partnership with Lotte Duty-Free, the event last year featured over 200 of the finest products from more than 75 brands, including first-in-the-region rarities from renowned labels such as Bowmore, The Macallan, Midleton, The Singleton and Penfolds.
