General Director of Pulkovo Airport Operator Leonid Sergeev spoke at the Russian Retail Show - RUSSIAN AVIATION

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General Director of Pulkovo Airport Operator Leonid Sergeev spoke at the Russian Retail Show

Russian Aviaton » Monday May 12, 2025 16:36 MSK

Pulkovo unites shops and restaurants on the principle of a "fair", which is created thanks to travelers from 69 Russian and 40 foreign cities. The recipe for its success: flexible design with wow-effects, changing assortment and technologies. Leonid Sergeyev told how it works.

The main goal, according to the speaker, is to create an airport of experiences, where a high level of service creates an atmosphere, and a clear and verified range of products creates opportunities for passengers.

"An important task is to set up a matrix of offers for travelers from different regions of Russia and the world. And the airport knows how. Pulkovo is an innovation laboratory. Projects that "come" to us and pass through it become effective not only at the airport, but also anywhere," Leonid Sergeev noted.

The airport team helps tenants set up the visual code and design. Each point has a recognizable style. The location also plays a role: retail is located opposite the restaurants. This creates a synergy of different concepts, where everything matters: from the sign to the decor elements.

Creating wow products: Pulkovo has a matrix of offers for travelers from different regions of Russia and the world. It also changes depending on the season and trends. You can always find an exclusive offer at the airport, and this is important: change in order to maintain interest.

We are refining our service technologies: at any point there should be an offer for those who are not in a hurry, and in the Grab & Go format. The service has become the basis for the success of non-aviation commerce at Pulkovo: from the entrance to the airport to the boarding gate, we provide a seamless environment for the passenger.

Successful management of the non-aviation commerce system is achieved through fine-tuning that we obtain based on Big Data analysis. We adjust the assortment for specific flights, analyze the preferences of residents of different regions and countries, test concepts and quickly adapt. Our approach has proven itself: non-standard formats for airports are created, including by federal networks.

Speakers at the sessions also included directors and top managers of ECCO, Korus, Petrovich, Magnit, and Familia.

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