Within Commercial Masterplanning, we include Category Management, Terminal Design and New Concept Development, all of which are described below.

Category Management

We draw on our knowledge of best practice category management within retail and airport retail to help our clients create a commercial offer that is both relevant and attractive to their passengers.  Our detailed analysis and tailored category management framework paves the way for a Terminal Design which maximises sales and profits.  Our results speak for themselves:

• Global convenience retailer: profits doubled or tripled within each country and sales increase of 10%
• Airport operator: sales increase of 5%
• European electrical retailer: additional £3m profit delivered over Christmas

Airport retailers who use category management to maximum effect use insight data to flex their commercial and operating needs.  Our passenger segmentation techniques allow you to create passenger profile summaries for each identified group and to develop category strategies to support priority target passenger groups.  By combining this knowledge with detailed diagnostics such as passenger dwell times and spend per passenger (landside and airside), product availability and quality of service we can help you to significantly improve performance.

Creating the “what” does not go far enough.  We also help you with the “how” – how do you implement the new category strategies.  Because of our expertise in strategy implementation we can support you with the tools, processes and training needed to get the best out of your revised category strategy model.

Terminal Design

We created the design brief and financial modelling for Gatwick Airport’s new South Terminal.  This combined our customer insight gained from detailed passenger segmentation and profiling with our retail know-how and expertise in new concept development.

A well designed terminal will maximise the commercial area footfall, looking at flows, zoning and adjacencies alongside tenant mix to get the right balance of retail, catering and services.  A typical design brief will include elements such as:

• Priority Target Customer Groups & supporting Category details
• Retail Vision
• Space Allocations
• Operational Excellence – practical considerations and capacity planning
• Approach & Phasing
• Generic Design Principles – Top Level (wayfinding, FID’s, seating, sightlines and passenger flow etc)
• Current Terminal – Overall Sales Performance Rankings by Retail, F&B & Passenger Services
• Current Terminal – Heat Maps of Sales by Retail, F&B & Passenger Services
• Examples of Mobile and Pop-Up Retail Units
• Examples of Internal IDL Signage

Using this design brief we then work with the architects to produce a series of design options looking at: Revenue modelling, costs, phasing, seating and way-finding, operational requirements, PRM,fire safety and capacity planning for future growth.  Whether you are designing a new terminal or redesigning a legacy terminal we have the skills and experience to help you.

“The design brief was first class and the ongoing project support and management was key to the success of the project”

New Concept Development

We have created radical concept solutions for units ranging from  2,000 sq.ft. to over 100,000 sq.ft.

Our approach combines detailed analysis with innovative thinking encouraging our clients to challenge themselves and think differently about familiar issues.  The results are outstanding:

• Our brief was to redesign the International Departures Lounge at Gatwick Airport.  The proposed IDL development will deliver a ROI in 3.5 years and is geared to servicing a 30% passenger growth over the next 6 years
• Our brief was to create an industry leading store concept design for an Australian chain of shops to create a step-change in performance.  In less than 6 months a radical new concept design was developed and launched and the new shops traded with a 20% sales increase over the rest of the estate.