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INCORPORATING A FULL OMNI-CHANNEL COMMERCE MARKETPLACEAT MUNICH AIRPORT
Authors: C. Walter & Y. S. Yen
Number of views: 308
This study aims to explore the main strategy of Munich Airport to become a full Omni-channel commerce
marketplace. We used Munich Airport, one of the busiest international hubs in Europe, as our research case. The study
suggested that the Omni-channelstrategy for Munich Airport includes that, firstly, all channels need to be integrated as
one system. A shopping platform can be integrated into a mobile app. Shoppers have the convenience to use the app to
order goods, delivered to a chosen place in the airport or even sent to customer home. Secondly, loyalty programs
combined with in-store and on-the-move mobile payment are implemented. Thirdly, QR-Codes are used in the products to
target customers directly and personally