Fraport provides passengers and visitors with personalized information, assistance and online shopping – "Frankfurt Airport Rewards" Loyalty Program benefits customers when making digital and in-store purchases.
Fraport AG, the owner and operator of Frankfurt Airport (FRA), launched a major digitalization initiative this week. By introducing new services and increasing personalization, Fraport aims to give passengers and visitors an enhanced and unique travel experience. This digitalization strategy is in response to changing customer requirements regarding airport information, assistance, services and shopping – particularly via various mobile digital devices. Fraport’s main innovations include the introduction of an online shopping platform and the launch of a rewards loyality program for passengers and visitors at FRA.
FRA passengers and visitors can now view the entire product range of participating airport shops online and conveniently reserve their products. Orders can then be collected and paid for at the relevant shop. As a next step, Fraport plans to introduce an online payment system and delivery of purchases – including mixed baskets from several different shops – directly to FRA’s departure gates or even to the purchaser’s home. The participating partners on the online platform include Gebr. Heinemann with its Duty Free and Travel Value sortiment, Caviar House & Prunier with its high-quality gourmet specialties, and PAX Airport Shopping with electronics goods offered at its Fotec and Photair stores. Further airport shops will be added in the coming months. With this initiative, Fraport is creating a digital mirror of Frankfurt Airport’s shopping range, allowing passengers to choose from the product ranges of all participating shops instead of being restricted to what they see on their way through the terminal.
This blend of online shopping and in-store retail is an attractive plus point for passengers. They can look at and prioritize products in advance via the Internet or use the Frankfurt Airport App (FRA App), then view their chosen goods up close and take advantage of individual advice at the respective airport shopping outlets. With the newly launched “Frankfurt Airport Rewards” loyalty program, passengers can now enjoy benefits in return for purchases made via the online platform or directly in stores. Participants receive a bonus point for each euro they spend, which they can redeem in exchange for attractive benefits and rewards directly – even on the same day. These may take the form of coupons for further purchases, Fraport AG services, or parking in the terminal parking garages.
Hailing the new developments, Fraport AG’s executive board chairman Dr. Stefan Schulte said: “With our new shopping and information services, we are offering our passengers tremendous added value, which they can tap into at any time by using the airport’s free Wi-Fi. In this way, we are improving the quality of stay and taking another step towards meeting our aim of offering top quality service”.
The shopping platform and the rewards program are now included on FRA’s re-launched website. The FRA App has also been completely redeveloped, allowing users to shop online and benefit from the new rewards program, at their convenience while they are on the move. The new FRA App boasts a wealth of other new and innovative functions. For example, it will be possible to translate terminal signs from German into six additional languages (English signs are already present) simply by photographing the signs with your mobile device using the FRA App. The indoor navigation feature helps users to easily find their way through the terminals while highlighting shopping outlets and services that match their preferences or interests.
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