Date post: | 06-Aug-2015 |
Category: |
Business |
Upload: | vivastream |
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Learn how to develop business from customer insights
Understand how to identify business drivers
How optimization generates memberships and revenue
Applied customer insights
ROI beyond click rates
…how to reach a ROMI of 7 after 1 year running
Next 60 minutes
Challenge Insight & research
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Best Airport Northern Europe
SØREN PEDERSEN Business Development Director & Partner Research Agency
JONAS SYLVEST Dialogue Director & Partner Cross Media Agency
Part of an ambitious journey
Background
• The world’s most attentive airport
• Best part of the journey
The goal
• To increase the preference
• Increase the attractiveness of online shopping
• Engage as early as possible in the travel value chain.
Part of an ambitious journey
Strategy
• Create a customer engagement program: CPH Advantage, that creates revenue as well as loyalty
Target group
• Frequent flyers
• Danes as well as foreigners
The CPH Travel Value Chain
• Ownership of the communication throughout the customer journey
• Upstream commercialization of the travel value chain
The Challenges
• Even though 90% are happy, 60 % of our largest segment believe we could do better!
• 40% of all our passengers do not spend anything at all at the airport…!
12+
4-12
2-4 Less than 2 times per year
INDIVIDUALS
PASSENGERS
2% of the individuals
account for 19% of all passengers
How to turn frequent flyers into frequent buyers
With our customer engagement program we would be able to identify the most valuable passengers
and increase their spending significantly
How to reach our targets with CPH Advantage
• Increased spending per head with existing spenders
• Convert non-spenders to spenders
• Increase passenger satisfaction
• Increase dwell time in the airport
• Increase Airline and Concessionary satisfaction
Challenge Insight & analysis
Development Results & learnings
SØREN PEDERSEN Business Development Director & Partner Wilke Research Agency
Insight & Analysis
Attention (10%) Experiences (45%)
Selection (20%) Efficiency (25%)
‘I want someone to really “hold my hand” all the way to the gate.’
‘I want a range of services that I can make use of in the travel chain.’
‘I want a short and automated travel chain.’
‘I want to experience things and enjoy good service the whole way through the travel chain.’
Concept Architect™
THE COMPANY’S INTERESTS
Maximize market share, revenue and profits
THE CUSTOMERS’ INTEREST
Concepts and products that meet their needs at the right
price
POTENTIAL CONCEPTS
Value proposition
and solution optimization
Concept Architect™
• Ideas and program content 1. WiFi 2. Fast Track 3. Lounge 4. Discounts on parking 5. Car wash 6. Bonuspoints in tax-free shops 7. Bonuspoints on food and beverage 8. Bonuspoints in specialty shops 9. Strategic partnerships: Discount and advantage 10. Special rates at Hilton worldwide
EFFECT ON POTENTIAL INTEREST
Free WiFi Bonus points in Tax Free shops
Access to CPH Lounge
Partnership discounts and
offers
TO BE INCLUDED IN THE FUTURE?
DRIVER PRIMARY DRIVER
Bonus points in outlets
Bonus points on F&B
BENEFIT APPS
Fast Track
Bonus points on Parking
Challenge Insight & analysis
Development Results & learnings
JONAS SYLVEST Dialogue Director & Partner Hjaltelin Stahl Cross Media Agency
Development
Brand Journey: the motion
Brand Position: ”The world’s most attentive airport”
Efficient, polite and
reactive janitor
Insightful, welcoming and proactiv host
Logic & Magic
MATERIAL MOTIVATION
Basic Qualifier
Benefits & discounts Rewards & competitions
IMMATERIAL MOTIVATION
Emotional Differentiator
Empathy & status Inspiration
Trust
+
A big challenge
Connecting the strands…
Channels
Explicit data
Media
Behavioural data
Transactional data
Commerce platforms
DATA ”WHY” From BIG to RIGHT data
CRM
Analytics
ERP
Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airports
Results & Learnings
Meeting the targets
Increased spending per head with existing spenders
Convert non-spenders to spenders
Increase passenger satisfaction
Increase dwell time in the airport
Increase Airline and Concessionary satisfaction
Overall Results
• 450,000+ members
• 55% of online spenders are members
• Index 120 online transaction value
• Index 143 average spend per head
ROMI YEAR 1
7.07
Learnings
• The right killer app is priceless
• It takes time to obtain true loyalty
• Third party partners’ engagement and commitment is key
• Avoid becoming a ”parking and tax free club”
Do not get tempted – Stick to relevance
Advantage 2.0
What are the next steps?
• What is the Killer app beyond 2013?
• More IN airport focus
• Further development of VIP impression and passenger recognition