Transcript The use of Business Intelligence to maximise airport

The use of Business Intelligence to
maximise airport retail activities
John de Giorgio
Concessionaire Analyzer+
CEO - Shireburn Software Ltd
www.shireburn.com/airports
Agenda
Context
What are the issues?
What is the opportunity?
What’s the solution?
• Concessionaire Analyzer+
www.shireburn.com/airports
Context
Downward pressure on landing fees from
carriers
Airports are increasingly reliant/focused on
retail sales
Revenue share lease agreements common in
airport terminals
fixed rent, thresholds, minimum guarantees etc.
Usually identical % across products within a
concession despite different product margins
Trend towards leases based on per pax fees
www.shireburn.com/airports
What are the Issues
Need to analyse retail sales to drive
airport’s decision-making but…..
Manual collation of concessionaire sales
data by airports
• Inefficient
• lack of control & auditing
• latency of information
Generally data is aggregated per day
No transaction/product level details
Barriers to deep analysis of retail data
www.shireburn.com/airports
What’s the Opportunity?
to analyse retail sales transaction data
through Business Intelligence techniques:
• to gain an understanding of retail patterns &
trends
• sales by route, carrier, product category etc.
• to be able to improve negotiations with
concessionaires and airlines
• assess effect of promotions
• tweak retail sales mix
• maximize retail revenues and income
www.shireburn.com/airports
Prerequisite
Automate collection of concessionaires’
sales data into a data warehouse
• Transaction level detail
• Ease upload of sales data by
concessionaires
• Web services
• Standard file formats
• Automation possibilities
www.shireburn.com/airports
Business Intelligence (BI)
Business Intelligence
Fancy name for reporting?
Analyse, monitor, plan & project
Dashboards, scorecards, KPIs
Combine sales, passenger, lease &
property data into analysis
www.shireburn.com/airports
www.shireburn.com/airports
BI Examples
Income/m2 by concessionaire
Sales per passenger by route
Income by route, airline, day/time etc.
• Income per pax by route, airline etc
Income by product category
Top 20 product categories by income
Gross margin per pax by concessionaire
• Important for per pax fee monitoring
KPIs & Traffic Lights
www.shireburn.com/airports
www.shireburn.com/airports
Secondary Effect Opportunities
Implement revenue sharing at product
category level to reflect product margins
Facilitate move to per pax based fees
Improve control of concessionaires &
reduce fraud, under-reporting etc
• Completeness checks
• Sales gap analysis
• Mystery shopping opportunities
Implement standard POS solution for
some/all concessions
• opportunity for real-time sales data
www.shireburn.com/airports
The Solution?
Overview of Solution
Concessionaire Analyzer +
• Sales data warehouse
Airport.POS (optional)
• Airport specific point-of-sale
Concessionaires’ web portal
• Access reporting
• Data Upload & download
Business Intelligence & Reporting
Integration with FIDS
Integration by concessionaires
www.shireburn.com/airports
Concessionaire Analyzer +
Collects sales data from concessionaires
• from Concessionaires’ POSs
• from Shireburn’s Airport.POS
Analyses retail patterns
• by carrier, route, day, time, category
Improves negotiations with carriers &
concessionaires
Allows better analysis of sales patterns and
adjustment of retail mix.
Allows integration to concessionaires back-end
systems
Allows billing of concessionaires
www.shireburn.com/airports
Airport-POS
Optional POS addressing needs of airport
concessionaire
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Integration with FIDS
Destination-dependant pricing/tax
Support for airline vouchers
Staff sales monitoring
Integrated with Concessionaire Analyzer +
Architected for resilience
• Network independent
• Quick-swop hardware replacement through USB
• Optional server fail-over architecture
www.shireburn.com/airports
Airport.POS
www.shireburn.com/airports
Technical Architecture
Centralised
Data Warehouse
www.shireburn.com/airports
Technical Architecture
Microsoft Windows Server
Microsoft Windows Server
Centralised
Data Warehouse
www.shireburn.com/airports
MySQL
MySQL
www.shireburn.com/airports
www.shireburn.com/airports
www.shireburn.com/airports
Supports mix of concessionores’
own POS solutions & Airport.POS
www.shireburn.com/airports
www.shireburn.com/airports
Airport.POS
Standard POS features
Fully functional POS
• Bar codes, buttons, touch screen, keyboard
Supports products, services and catering
Multi-currency
Automated Promotional Schemes
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E.g. buy 1 get 1 free etc
Extensive security, monitoring, auditing & logging
Multi-salesperson operations
Cash reconciliations with Float Management
Automated software updating
Connected & fail-over operations
USB data/configuration backup for fast recovery
www.shireburn.com/airports
Airport.POS
Airport Specific Features
Link to Flight Information Systems for
upcoming flights
Tagging of sales to a flight when airside
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Scanning of boarding cards – MICR & 2D Bar codes
Manual selection of flights from upcoming flights
Multi-currency – change management &
reconciliations
Support for airline voucher
payments/reporting
Staff Sales Monitoring
www.shireburn.com/airports
Integration by Concessionaires
Concessionaires’ POSs CA+
CA+  concessionaires’ back-end
systems
www.shireburn.com/airports
Multiple Integration Methods
Integration to concessionaires’ systems
via web services/SDK
Manual file upload/download via portal
Automation via Microsoft Excel
www.shireburn.com/airports
Concessionaire Portal
Reporting by concessionaires
• View of a concessionaire’s performance
relative to all airport
• Sales as proportion of passenger traffic
Upload & Download data
View uploads and support files
User administration & security
Optional centralized Cash Reconciliation
www.shireburn.com/airports
More info at
www.shireburn.com/airports
Carolina Court
Ta’ Xbiex, XBX 1425
Malta
Tel +356 2131 9977
[email protected]
www.shireburn.com/airports
www.shireburn.com/airports