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11.11.2009 ACI Airport Business & Trinity Forum / Macau1 © Unique (Flughafen Zürich AG)l l

© Unique (Flughafen Zürich AG)lZurich-Airport

ACI Airport Business & Trinity Forum Macau

Peter ErikssonChief Commercial OfficerMember of the Executive Committee

"Balancing airport efficiencyand consumer exitement"

11.11.2009 ACI Airport Business & Trinity Forum / Macau3 © Unique (Flughafen Zürich AG)l l

Airport 2010

• Efficiency• Retail experience• Excitement and Entertainment

11.11.2009 ACI Airport Business & Trinity Forum / Macau4 © Unique (Flughafen Zürich AG)l l

Airport 2020

• Seamless travel• More than just retailing• Consumers of tomorrow• Challenges and Opportunities• Key drivers to success

11.11.2009 ACI Airport Business & Trinity Forum / Macau5 © Unique (Flughafen Zürich AG)l l

Efficiency

11.11.2009 ACI Airport Business & Trinity Forum / Macau6 © Unique (Flughafen Zürich AG)l l

Efficiency

• Do we have smooth and efficient processes – making life easy for our guests?

• Do we take care of our travelling guests – from door to door?

• Do we offer arriving travellers and non-travellers quality and a great last impression?

• Do we provide "best in class" processes – also within the non-aeronatical offer?

11.11.2009 ACI Airport Business & Trinity Forum / Macau7 © Unique (Flughafen Zürich AG)l l

Retail experience

11.11.2009 ACI Airport Business & Trinity Forum / Macau8 © Unique (Flughafen Zürich AG)l l

Retail experienceLove places• Authentic• Innovative• Local flavour• Exciting• Full Service• Surprising• Social shopping• Green• Value• Unstore

Hate Places• Empty or crowded• Agressive selling• Sameness• Boring• Bad (no) Service• Unfriendly staff• Lonely shopping• Grey• Cheap• Store

11.11.2009 ACI Airport Business & Trinity Forum / Macau9 © Unique (Flughafen Zürich AG)l l

Excitement and Entertainment

11.11.2009 ACI Airport Business & Trinity Forum / Macau10 © Unique (Flughafen Zürich AG)l l

Excitement and Entertainment

• Sameness• Lack of creativity• E & E is Marketing – with no/low (direct) return

11.11.2009 ACI Airport Business & Trinity Forum / Macau11 © Unique (Flughafen Zürich AG)l l

Seamless travel

11.11.2009 ACI Airport Business & Trinity Forum / Macau12 © Unique (Flughafen Zürich AG)l l

Seamless travel

11.11.2009 ACI Airport Business & Trinity Forum / Macau13 © Unique (Flughafen Zürich AG)l l

More than just retailing

11.11.2009 ACI Airport Business & Trinity Forum / Macau14 © Unique (Flughafen Zürich AG)l l

Consumers of tomorrow

11.11.2009 ACI Airport Business & Trinity Forum / Macau15 © Unique (Flughafen Zürich AG)l l

Consumers of tomorrow

• Older• Hybrid• Digitalized• Individual• Social• Green• Selective

11.11.2009 ACI Airport Business & Trinity Forum / Macau16 © Unique (Flughafen Zürich AG)l l

Challenges and Opportunities

• Don't worry - be happy... (seamless travel) • Maximize the potential of all consumers• Zero carbon - zero waste (Sustainability = Luxury) • Spending time - not waisting (killing) time• Socialising instead of shopping• Airports to become Destinations (brand building) • Avoid sameness - global and local flavour• Team up - now! • Share risks and rewards

11.11.2009 ACI Airport Business & Trinity Forum / Macau17 © Unique (Flughafen Zürich AG)l l

Key drivers to success

• Seamless travel (get smooth processes in place) • "Buy" the best entrepreneurs you can get to manage the business• Develop a Marketing Strategy and create your own Destination

(brand theatre) • Get all stakeholders involved (brand owners, retailer, airports,

airlines) • Be prepared to share a piece of the cake (risks and rewards) • Longterm partnership instead of tender process• Engage a "CFO" in your Executive Management (or free-lance)

11.11.2009 ACI Airport Business & Trinity Forum / Macau18 © Unique (Flughafen Zürich AG)l l

Key drivers to success

"Where demanding consumers from everywhere meetexceptional providers of products and services in an

attractive and convenient environment"

11.11.2009 ACI Airport Business & Trinity Forum / Macau19 © Unique (Flughafen Zürich AG)l l

Thank you