From ‘Airport’s insensitive sale promotion’, 16 Feb 2013, ST Forum
(Ben Ho): …I had checked in at Terminal 3 for a flight to Shanghai late last month. I stopped to buy some chocolates and was told by the cashier that travellers holding a Chinese passport would receive a 20 per cent discount. Being an ethnic Chinese but not from China, I was not entitled to the discount.
I thought that was the end of it, but when I was walking towards the boarding gate, I noticed large signs and brochures in front of the information counter that were only in Chinese. On them were Chinese New Year greetings as well as information on a variety of discounts and offers at all three terminals exclusively for Chinese passport holders. Many stores were participating in this promotion.
I am amazed at such an insensitive promotion, especially in a multicultural society. It is disrespectful to have all promotional materials in a language that is neither the national language nor the official first language. Having a promotion based solely on nationality is also an unacceptable snub to other tourists.
I lodged a complaint with Changi Airport’s public relations office and received a reply saying it “organises different promotions from time to time, targeting different customers”. The Christmas promotions were listed as an example. But those promotions were open to everyone, and all information on them was in English.
One can argue that it is only a marketing tactic. However, there are many ethnic Chinese who are not from China but also celebrate the Chinese New Year. It is unacceptable that one of the world’s top airports should give exclusive rights to people of a certain nationality.
Changi Airport spokesperson Robin Goh explained in his apology that such promotions coincided with the peak travel period for Chinese nationals. Still, it’s like having a Christmas promotion only for people who believe in the Lord Jesus Christ, or a Valentine’s Day promotion targetting couples only. There’s a fine line between ‘targetted’ and ‘discriminatory’ selling. If I give free drinks to women based on the size of their boobs it is discrimination against the less endowed because D cup women are not necessarily bigger customers than A cup ones. Here, it is the shameless, strategic targetting of rich PRC pockets first, though the use of the CNY festivities as an excuse for this entitlement does put the true meaning of the New Year in a god-awful light.
There were hints of this happening since last year. Knowing that PRCs made up a whopping 20% of sales at the airport, senior vice president of airside concession Ivy Wong acknowledged that Chinese nationals were a ‘very affluent group of people’, and revealed that the airport will be ‘rolling out programmes to tap on the spending behaviour‘ of Chinese nationals, shying away from details. So I looked up what ‘airside concession’ is all about. According to a recruitment website it is ‘supporting the implementation of policies and activities in retail planning and leasing, in order to continuously improve and enhance our Transit Malls’ retail mix’. The title suggests something more intimately linked with aircraft, like leasing hot dog stands on the runway. But no, you don’t even need to know how planes work to get the job. And ‘tapping on spending behaviour’ is simply getting people to part with their money i.e marketing, promotion, the works.
This isn’t the first preferential selling attempt by a prominent organisation. Last year, Starhub offered freebies worth $50 for ‘expats’ from select countries participating in the Euro cup finals. The company cleaned up their mess by extending the offer to all fans to make up for what they called ‘scoring an own goal’. Changi would do well to follow suit, given what little time we have left this festive season. How about giving everyone an Ang Pow when they shop at the airport? Hurry before offer ends on the last day of CNY!
Airports are no longer mere transport stations. Gone are the days of just sitting around reading the paper in the departure lounge with a cup of chalky coffee in your hand. Fashionista paradise aside, Changi has also become a hub for fancy lucky draws and jackpot games that entitle you to a shot at becoming an instant millionaire. In the 80′s, such gimmickry were questioned on their selection process and racial bias. Someone lamented that awards like the ’4th million visitor to Singapore’ tend to be given to Caucasians rather than Asians.With all its promotional fanfare and bounty of giveaway riches, one tends to forget that they’re in a departure terminal, but rather the shopper’s equivalent of Willie Wonka’s Chocolate Factory, where the boarding pass in your hand is your very own Golden Ticket.
In 2011, one Chinese businessman spent quarter of a million dollars on a botttle of whiskey at the airport, as part of a ‘Masters of Spirits’ promotion, an invitation-only showcase targetting true ‘connoisseurs’ and ‘collectors’ of the world’s most expensive booze. With such filthy-rich visitors walking around just waiting to snap on any bait you dangle before them, this CNY ‘targetted promotion’ was a simple matter of opportunistic greed. You only have so much time to snare a big customer before they catch a flight. I’m surprised Changi didn’t offer free tram rides for PRCs just to get them from one participating shop to another. It also doesn’t matter to the people at airside concessions if these same rich buggers start rioting and abusing your ground staff over flight delays. In fact, all the better so they have more time to, you know, buy whiskeys and stuff to drown their sorrows.
Filed under: 1980s, 2013, Advertisements, Changi airport, Chinese New Year, Money, PRCs, Shopping malls, Tourists | Tagged: Advertisements, Changi airport, Chinese New Year, cny, discrimination, Money, PRCs, Racism, shopping malls, tourism, Tourists | Leave a comment »