Tailored for travel
Shopper motives
Airport travellers have varied
shopping motives, ranging
from self-indulgence and travel
essentials to finding that perfect
souvenir or special gift for loved
ones.
By catering to multiple needs
—the best stores cater to 2-3
core needs —you create a
richer experience and encourage
passengers to see their wait-
time as time well spent. Aligning
product selections with these
motives heightens satisfaction
and boosts overall sales.
Retail pipeline is driven by
main shopper motives
Self Indulgence: 40%
Travel needs: 35%
Gifting: 30%
Souvenirs: 15%
Our vision
Instant inspiration
Our passengers arrive in an up-
beat, anticipatory state of mind
—57% make impulse buys,
often motivated by spontaneity
or the convenience of on-the-go
shopping.
By showcasing strong front
zones that capture attention,
you immediately draw travellers
in and prompt them to explore.
Once inside, an inspiring store
and engaged staff can highlight
new products or special deals,
ensuring even frequent flyers
find a reason to step in time and
again.
57%
of visits to retail stores are
made on impulse
Tax-free shopping
Around 25% of our passengers
come from outside the EU and
are eligible for tax-free sav-
ings —offering them significant
value, especially on premium
items.
Staff and signage should actively
promote duty-free benefits, en-
suring travellers clearly see the
advantage of shopping before
departure. By emphasising these
unique savings in-store, you
transform airport retail from a
convenient extra into an unmiss-
able opportunity.
25%
of all passengers are
eligible for tax-free
shopping in CPH
Easy choices
Clarity and convenience are
critical. A visibly recognisable
concept from outside —coupled
with an intuitive layout that sig-
nals easy access and simplifies
browsing —helps customers
quickly decide to visit.
With clear merchandising
to showcase products and
pre-packaged solutions (e.g.
gifting sets), passengers can
make purchases without hassle,
turning limited minutes into
an easy, gratifying shopping
experience.
110 min.
Efficiency Experience Hospitality
The av. time passengers show
up to security before flight
departure:
25% show up 75 min before
20% show up 150 min before
Source: Pax Track & CPH traffic data
In our shopping centre, we welcome a
large and highly diverse audience every
day —from diverse backgrounds, yet
all seeking new and relevant experienc-
es that fit smoothly into their journey.
At Copenhagen Airport, commercial
excellence is rooted in a data-driven
approach to planning. Rather than
applying one-size-fits-all solutions, we
analyse passenger demographics,
travel patterns and spending habits to
ensure each shop, dining venue or ser-
vice meets a specific traveller's needs.
This individualised strategy not only
enhances the passenger experience but
also unlocks greater potential for our
commercial partners.
From a brand perspective, there is
a tremendous opportunity to forge
meaningful connections with this
dynamic audience. By adapting to the
airport’s unique flow and recognising
the time-pressed needs of travellers,
your concept can tap into and maximise
the full potential of our international
customer base.
More insights on traffic and passenger
mix is shared in appendix 1.
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