[Asia Economy Reporter Hyunseok Yoo] Korea Airports Corporation announced on the 30th that it will jointly conduct research with the Seoul National University Consumer Trend Analysis Center, which provides the best insights in the field of consumer trends in South Korea, to develop plans to strengthen the spatial power of airports.
At the kickoff meeting on the 27th, the Corporation and the Consumer Trend Analysis Center agreed to discover the differentiated charm of regional airports and transform (reshaping) them into spaces that embody values suited to regional characteristics, providing new customer experiences and services never seen before.
The Corporation plans to apply the corporate consulting and marketing know-how of Professor Kim Nando’s team, who have placed the book "Trend Korea" on the bestseller list for 15 consecutive years, to the airport service sector for the first time in Korea, and present ways to enhance spatial power.
Through focused consulting-style joint research with Professor Kim’s team, the Corporation will internalize trend capabilities from the consumer perspective. It plans to rebrand airports not only as travel destinations but also as spaces where voluntary interaction and empathy occur.
On the 27th, at Yeouido, Yoon Hyung-jung, President of Korea Airports Corporation (center right), is discussing airport service development with Kim Nan-do, Professor of Consumer Studies at Seoul National University (second from the left). Photo by Korea Airports Corporation
By analyzing the surrounding environment and characteristics of airports as well as visitor tendencies, the Corporation will provide the best customized services. In particular, joint research will be conducted on improving the quality and marketing strategies of the ‘Airport Online Duty-Free Shop’ that the Corporation plans to launch within this year.
The ‘Airport Online Duty-Free Shop,’ the first of its kind in Korea, is a system connected one-stop with the airport website, allowing real-time product information inquiry and purchase up to one hour before boarding, unlike existing online and downtown duty-free shops.
Professor Kim Nando said, “The MZ generation, which leads the latest trends, seeks hip spaces regardless of location or distance. We will help transform airports into attractive places that can be enjoyed even without the purpose of travel.”
Yoon Hyungjoong, President of Korea Airports Corporation, emphasized, “In the post-COVID era, as reopening is in full swing, we expect the 14 airports nationwide to lead trends and establish themselves as the best landmarks.”
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