Magento Powers the First Omnichannel Airport Shopping Platform

With over 300 retail outlets, Frankfurt Airport is the biggest shopping mall in Germany. With Magento, they created an omnichannel retail experience that changes the way people think about shopping.
300 Retail Stores
61 Million Passengers
35 Services & Integrations

In 2015, Germany’s Frankfurt Airport served 61 million passengers, making it one of Europe’s largest travel hubs.

But it’s not just an airport. With over 300 retail outlets, Frankfurt is also the biggest shopping mall in Germany. Fraport, the transport company that operates the airport, wanted to maximize the commerce potential of its millions of visitors. They didn’t just need a renovation, they wanted to revolutionize the way people experienced airports by connecting every aspect of travel from the airplane, to the ticket-counter, to the restaurant, and beyond.

Frankfurt is one of the busiest transit hubs in the world. We see a lot of passengers coming from an international destination and leaving us for another international destination. Those passengers are also very enthusiastic consumers. Take our Vietnamese passengers, for example. They spend eight times more than the average passenger in our terminal.

Kai Schmidhuber
SVP of Multichannel at Fraport

Preparing for take-off.

To achieve its bold omnichannel vision, Fraport needed to orchestrate hundreds of stores, drop-shippers, warehouses, and third-party logistics companies to present a unified experience to travelers. Together with Magento Commerce Partner AOE, they combined the flexibility of the Magento commerce platform with the robust Magento Commerce Order Management solution, to begin connecting their retail outlets.

“You’re dealing with a lot of companies who have their own IT systems…and they all needed to be part of one common solution,” said Kian Gould, founder and CEO of AOE. “We had to create multiple layers to encompass [everyone’s needs], one of them being a PIM solution that the retailers use to either upload their own product, if they don’t have their own ERP system, or that directly speaks to [their own ERP systems].”

AOE applied their vast open source expertise to implement additional systems, including a retail portal where retailers can easily manage their brand and customer experiences themselves. This was made possible by an integration layer (ESB) that connects various on premise systems, OMS systems, and real-time business intelligence systems.

The results are clear: For Frankfurt airport the sky really is the limit.

Frankfurt Airport delights its consumers with the omnichannel retail experience they expect: they can buy online from the plane or on their way to the airport, as well as pick-up, ship, or deliver from store to any location within the airport or off-airport. Today, Frankfurt Airport is on a journey to becoming one of the world’s most innovative travel and retail centers. Its omnichannel approach spans more than just owned channels like stores, kiosks, online and mobile—it integrates retailer inventory and fulfillment across partners and channels it doesn’t directly own. Every one of its millions of travelers have the ability to become customers, even when they’re still in transit.

“What’s really special about this solution is that it’s one of the first true multi-retailer, multi-channel, multi-everything solutions you can use across a variety of platforms,” said Gould. It's that flexibility that empowers Fraport to change the way people think about shopping. The results prove that Magento makes anything possible, and for Frankfurt airport the sky really is the limit.