Concessionaire Analyzer+ (CA+) is a software solution that helps airports optimize their non-aeronautical revenues through automated data collection, management of concession agreements, billing, and data analytics. CA+ collects detailed sales data from concessions, links it to operational data like passenger numbers, and provides insights to both airports and concessions. This allows airports to better understand passenger spending, benchmark concession performance, and strategize how to increase their profitable non-aeronautical business.

1. Optimizing Big Data Analytics to Achieve
Customer Insights and Strategizing non-
Aeronautical Activity for Maximized Revenue
John de Giorgio
CEO – CA Plus Limited
jdg@caplus.aero

2. Concessionaire Analyzer+ (CA+) is a software solution that helps
airports to manage, control and boost their non-aeronautical
revenues through:
automated collection of detailed sales data
management of concession agreements
billing
provision of insight through data analytics

3. Big Data
Extremely large data sets that may be analysed computationally
to reveal patterns, trends, and associations, especially relating to
human behaviour and interactions.
‘much IT investment is going towards managing and maintaining
big data’
Oxford Dictionary
On-line edition

4. Big Data
Extremely large data sets that may be analysed computationally
to reveal patterns, trends, and associations, especially relating to
human behaviour and interactions.
‘much IT investment is going towards managing and maintaining
big data’
Oxford Dictionary

5. 40%
Non-
Aeronautical
56%
Aeronautical
4%
Non-Aeronautical Sector Aeronautical Sector
Non-Operating Revenue
Non-aeronautical sector revenues
reached $58b in 2014*
• Non-aeronautical sector
usually more profitable
• Contribution to EBIDTA
significantly higher
* ACI Economics Report 2015 – Published Mar 2016
Airport Revenues

6. Low Hanging Fruit

7. Aeronautical Revenues
Increase passenger numbers
Increase charges
Decrease costs

8. Passengers are costly
the more passengers, the more…..
check-ins
security lanes
gates
aero-bridges
ground handling equipment
transport facilities
car parks
staff
possibly even runways
etc.
Cost of revenue acquisition is high

9. Increasing non-Aeronautical Revenues
Increasing retail and F&B
revenues through expansion
• Relies on passenger growth
• Diseconomies of scale
• Capital intensive
Increasing car park revenues
• Relies on passenger growth
• Capital intensive
Business parks, hotels, lounges,
airport cities
• Relies on passenger growth
• Capital intensive
Cost of revenue acquisition is high

10. Aviation 67%
Non-Aviation 33%
Aviation 59%Non-Aviation 41%
Non-Aviation 76%
Aviation 24%
Source: Kinetic Consultancy from Schiphol Group Annual Report 2015
Schipol Group Airport Results

11. Low Hanging Fruit

12. Optimisation
of
Non-Aeronautical Performance

13. Data Insight Action

14. Success factors for Big Data Analytics
1. Data
2. Analysis of data to provide insight
3. Opportunity to improve
14

15. Data Sources
Concession sales data
Contract information
• Revenue shares
• MAGs
Outlet locational data
Operational data
• Flights & code shares
• No. of pax
• Terminal &gate
Passenger counting data
Queue waiting measurement
15

16. Convince concessionaires
of value of data sharing
Solve technical issues re
collecting detailed sales
data from heterogeneous
environment
Other technical issues
• Integration with operational
systems
• Integration to people counting
16
What are the challenges?

17. Data Collection situation
Data collected monthly or weekly
• data latency
Insufficient detail
• little/no transaction level data
• sales totals
• sometimes by category
Limited automation
• Concessionaires usually report by email
• Significant effort spent on collection and chasing
• High dependence on Excel™ by commercial team
• Process lacks control, auditing and monitoring
17

18. Data Collection Capabilities – CA+

19. 19
Concessionaire’s
Back-Office
CA+ Capture
Server
Analysis
CA+ Server

20. 20
1. automate sales data collection
2. collect more detailed data for improved
analysis and insight
3. collect fresher data
4. improve control & auditing of concessionaires
5. increase productivity of processes
6. combine sales data with operational data for
improved insight
7. share analysis with concessionaires for
broader performance analysis
8. boost non-aero revenues
What’s are the Opportunities?

21. STORY
TIME

22. Increase data richness
Transactional data
22

23. Aggregation of Data
23

24. Aggregation of Data
24

25. Transaction effect
Understand sales patterns by
date, day, time
Sales by category etc.
25

26. Impact of Digital Advertising
26

27. Special Events
27

28. Link to operational systems

29. Passenger Spend Rates

30. Scan Boarding Passes
30

31. Link sales to flights
Correlate with number of pax on
flight – Passenger Spend Rate (PSR)
Analyse sales & revenue per flight
Improve route development
Improve negotiations with carriers
Improve tendering process
31

32. PSR by Destination
Route Development
32

33. Passenger Spend Rates

34. Passenger Spend Rates

35. PSR BY GATE
35

36. Benchmark performance within category

37. Budgeting
37

38. Share with Concessionaires

39. Tactical Insight
LAGs example
39

40. 40
ROI DRIVERS
Control Automation Insight

41. •Impose data sharing obligations in your contracts
• Data is key
•Spread your contract expiry dates
•This is not a BI project
• Contract management
• Sales data collection
• Integration with operational systems
• Billing
• Integration with ERP
• BI

42. Control, Manage and Boost
Non-Aeronautical Revenues
www.caplus.aero
Questions?