Auckland Airport is to transform itself into a multi-channel marketplace where visitors can buy goods and services online.

The transformation is courtesy of the adoption of AOE'sOM� or Omnichannel Multi-Merchant Marketplace platform, which multi-retailer venues such as airports can use to digitalise their non-aviation revenues.

AOE says the move will providing the airport's customers with a comprehensive and seamless online and offline experience.

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AOE will roll out a complex integrated platform for Auckland Airport that integrates their on-airport retailers and provides a fully integrated logistics solution to enable passengers who currently purchase off-airport duty free goods to collect them at the airport’s convenient collection points.

The integration of parking, loyalty, lounge access and fast track features will convert Auckland Airport’s vision of the truly connected passenger experience into reality, proving that even an airport with less than 20 million passengers can create substantial revenue potentials through digitalisation.

“It will ensure that we deliver one of the most advanced online airport retail experiences in the world and that we can significantly expand the range and type of products and services we offer to our customers”, says airport CEO, Adrian Littlewood.

While AOE CEO, Kian Gould, enthuses: “The future of travel retail and non-aviation revenue lies in providing a unique customer experience with unsurpassed convenience.

"We strongly believe that this is the only way to prevent major disruption from the E-Commerce giants of the world. Auckland is one of the most innovative airports in the world and will continue to raise the bar for an optimal customer experience.”

Explaining more about how the new system will work, Auckland Airport's general manager for retail and commercial, Richard Barker, says: “The online platform also means that international passengers can shop at any stage of their travel journey, using their own devices, and at a time and place that is convenient for them – be it before they leave home, onboard their aircraft using inflight Wi-Fi, or while sitting in any domestic or international airport.”

Auckland Airport is the largest and busiest airport in New Zealand handling around 20 milion passengers yearly.