Inframérica outlines ambitious plans for Dufry spaces at Brasilia and Natal
Published: 03/09/13
Source: ©The Moodie Report
By Peter Dowling, Senior Editor
BRAZIL. Inframérica has welcomed the signing of its ten-year contract with Dufry for the operation of retail at Brasilia Juscelino Kubitschek International Airport and Natal São Gonçalo do Amarante International Airport. We reported news of the new deal earlier today.
In total, Dufry will operate 4,602sq m of retail space in the two airports, with 1,685sq m of duty free and 2,917sq m of duty paid.
Inframérica Commercial Director Daniel Ketchibachian said the partnership with Dufry would create a new type of retail experience.
"Firstly, we need to deconstruct the idea of duty free as meaning a store that is separated off from other airport stores,” he explained. “When we talk about the contract with Dufry, this doesn’t mean a contract for just one more shop at the airport.
“People may have a notion of a shopping centre where you enter in a corridor and the stores are all separated. Today Brasilia Airport is like this, which reinforces that vision. But the area administered by Dufry will be very different and it will revolutionise the market,” said Ketchibachian.
Fundamental to that change is the introduction of a walk-through format. This will replace the current scenario of corridors, constrained space and separated stores with a department store approach that sets leading retail brands within a large, open space.
That will optimise the passenger flow, incorporating concepts such as retailment and point-of-sale technology – all of which will be ready before the World Cup in 2014.
“It is important to emphasise that this applies to both domestic and international areas,” Ketchibachian said.
“In the case of domestic Departures, this concept is unprecedented in Brazil. It will be a megastore of 1,600sq m – we did over 7,000 customer surveys that pointed to the need for this kind of retail,” he added.
Dufry will also operate Hudson convenience and news & books stores in the airports.
The Brasilia business plan
In addition to the retail options, Brasilia International Airport will have a 500sq m restaurant, more than 30 other dining options, a wide range of services, a VIP room of more than 1,500sq m and a mini-football stadium that will house a cafeteria, bar and local entertainment. Leading up to the World Cup, the airport will gain more than 50 retail and food & beverage outlets, plus 27 service areas.
“In the coming weeks we will announce finalised contracts with major business and food brands, some of which are not yet present in Brasilia,” Ketchibachian promised.
“With the reforms and implementation of the commercial plan, the airport will meet passenger expectations and will be a space not only for comfort but also for leisure.”
Approximately 40% of flights from Brasilia are connections; passengers on these flights spend on average two and half hours at the airport.
Currently these passengers often need to leave the boarding area to fulfil dining or shopping needs; Inframérica aims to ensure they can meet their needs in the Departures areas with varied food and shopping choices, and ease of movement.
Brasilia is the largest hub airport in Brazil and will grow further, Ketchibachian continued: "Up until the World Cup we will invest R$900 million [US$379 million], our boarding gates will go from 13 to 28, and we will provide much more comfort for the passenger.
“Furthermore, we are working with ASM, a specialist consultancy in developing new international routes.”
Inframérica’s commercial concept has four conceptual pillars: retailment, technology 3.0, services and football.
Retailment includes shops, virtual stores, purchases, services and the connecting experience. The technology pillar delivers free wi-fi, websites and mobile apps, and will soon extend to self-service check-in and baggage drop-off, and online check-in.
The services pillar includes customer service and 24-hour chat lines (both already in operation), and a VIP lounge, 24-hour valet parking, gadget chargers, banking centre and other services that will gradually enter operation leading up to the World Cup. Lastly, the atmosphere of football will be embodied in the mini-stadium.
About Inframérica
The Inframérica consortium is a joint venture of Brazil’s Infravix (part of Engevix Group) and Argentina’s Corporación América. Each company holds a 50% stake in the consortium, which in turn has a 51% shareholding in the special purpose company created to operate, renovate and expand Brasilia International Airport; state airport Infraero holds the other 49%.
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