auckland airport webinar deck

Up, Up and Away!

Auckland Airport Takes Off with Website

Personalisation

Housekeeping

• We are recording today’s webinar and will share the recording

and slides in the next 48 hours

• Please ask questions! There will be time for Q&A at the

conclusion.

• Feel free to tweet at #SitecoreLive

Featured Presenters

Ajay Dutta

Online Manager

Auckland Airport

Claire Stewart

Digital Business Director

Bullseye

Hady Osman@hadynz

Senior Digital Consultant

Datacom

Please feel free to post any

questions in the chat box on your

webinar tool bar.

Overview

1. Project background

2. What did we want to achieve?

3. The Design Process:

• Customer Experience and Visual Design

• Personalisation & Engagement Plans

4. Under the Hood

5. Results & Key Learnings

Project Background

Auckland Airport Retail

Retail

Other

Auckland Airport Retail

The Goal: Convert Passengers into Shoppers

• There is a lack of awareness of the brands, products and range of shops available.

• We are not the retailer - merely the shop window

The Challenge

Retailer

• The old website was designed as an

information and passenger facilitation

portal and did little to raise awareness

of our retail offering or to showcase the

airside shopping experience

• Our existing Sitecore CMS platform

was being under utilised

The Opportunity

• Increase awareness of available Products, Brands, and range of shops at the Airport

• Prime shoppers for their Airport visit, so they make time for it.

The objectives of the new website

• Create an engaging experience that ultimately generates more leads for our retailers.

• Design and Functionality should make it easy to search, browse, discover and share content.

• The solution must have low operational overheads

Customer

Experience Design

So where did we begin?

Firstly we ran customer experience workshops where we

defined our customer “stories”:

We summarised our audience goals

Goals - Pre travel

Demographics• 45 years old

• Business professional

• Lives in Auckland

Motivations• Health

• Friends

• Holidays

Influences• Word of mouth

• Colleagues

• Media

• Is it cheaper to get my duty free at the airport?

• Will the airport shops have the specific product I want, will it be in stock, can I pre-order it?

• What food options are at the airport?

• What shops are there beyond DFS/ Duty Free?

• How much duty free product can I buy?

• Remind me what the security requirements are for liquids, aerosols and gels.

• Can I get foreign currency at the airport (one thing I can do while I’m waiting to board)

• Can I get lounge access?

• Have I allowed enough time?

• Should I drive and park? How much will that be?

• What can I do with my friends before I go through customs?

Goals - Post travel

• Make it easy for me to plan my next trip to the airport.

• Tell me what product specials or offers are relevant to me.

• Let me provide feedback on my airport experience.

• Can I pick up my duty free on return?

Digital savvy

1 51 – lowest : 5 - highest

Outbound International Traveller: Robyn

We planned where we wanted to be on

the Sitecore maturity index

2013

On the Sitecore

Digital Maturity

Index the aim with

this project should

be to shift

Auckland Airport

closer towards to

the

tactical/optimising

area through:

- Multichannel

- Analytics

- Development of

engagement

plans

- Rules based

personalisation

2014

2013

We undertook wire framing with DMS IN MIND

• From the beginning we strategized about how the DMS

would play a role in our redevelopment project.

• Change content based

on knowing a search

term someone had put

into Google.

• Personalise content

based on customer

location (changing

language based on IP).

• Do multi-variant

testing.

• Personalise content for

marketing campaigns.

Visual Design

The customer experience led the design

A creative search solution

A visual shop experience with category filters

A mouth watering way to showcase food

Flexible product and brand pages

It’s all about tracking!

Create personalised wish lists and share…

Digital Marketing

Live example: campaign personalisation

• Personalised Benefit campaign page. Promoted after

customers had read online advertorial for Benefit launch.

Live example: campaign personalisation

• Customers who clicked on our display advertising saw

different on-site creative which matched the campaign.

Search based personalisation

Setting up campaign personalisation (high-level!)

Site must be developed using the page editor

Areas you want to personalise need to be pinpointed before development.

Setting up campaign personalisation

Set-up the personalisation condition by clicking on the people icon. Choose the

condition you want and point it to the content

Creating triggered communications

• Utilizing the Sitecore DMS we set up two engagement

plans.

• Don’t bite off more than you can chew!

Car park Booking

Engagement

Plan

Feedback

Engagement

Plan

Complex: high business

value

Simple: quick business

win

Car park engagement plan

The engagement funnel:

• A customer books a car park online

• This information is fed into the CRM.

• Sitecore picks up this information and places

the customer into the car park booking

engagement plan.

• Sitecore now knows which car park was

booked, if the customer is international or

domestic, if they have booked the lounge etc.

• 24 hours before they travel a reminder email

with personalised offers.

You can monitor where people are in the funnel

Feedback engagement plan

The engagement funnel:

• A customer sends in a contact us request.

• They get put into the Feedback Engagement

Plan.

• When 72 hours has past the customer gets a

follow up email asking them to rate their

customer service experience.

• All information gets synced to the CRM

system where feedback reports can be

generated.

Customer feedback drives business insight

All this data syncs to Microsoft Dynamics CRM

Single source of truth

• Microsoft dynamics is the single source for all

data whether it’s website enquiries, analytics,

customer satisfaction feedback, car park

booking etc.

• This will be developed in future projects to be

a repository of information used by customer

service representatives.

How is the ECM used?

• For Auckland Airport the ECM is used to manage campaign email.

• There is a distinct difference between campaign email and triggered

email.

• Triggered email comes from analysing customer behaviour and

communicating with customers off the back of a known action e.g. as

described in the car park engagement plan.

• Campaign email comes from a customer subscribing to an email

marketing list and in this instance engagement plans are not required

(it’s a simple two set process).

Moving towards better measurement

• We are working on rolling out the ECM V2.0

which requires an upgrade to Sitecore 6.6 or

higher (currently on 6.5)

• This will provide a wizard campaign manager

interface which enables easier management

and review of email campaign.

Messages are easier to manage

Data is easier to analyse

Technical insight of solution

Under The Hood

Data Structures

•

•

Retail Shops

Location

Products

Brands

Showcases

Retail Structures

JSON

ZIP

HTML

Sitecore

Administrator

Metadata Search

Sitecore Item

JR Duty Free

Title

Body

Images

Keywordschanel

Sitecore Item

Chanel

Title

Body

Images

Geospatial Personalisation

192.168.50.2

221.129.0.0

221.159.0.0

…

124.197.40.52

125.197.40.52

…

124.197.40.52

125.197.40.52

…

China

Australia

New Zealand

Static Lookup Tables

GeoLite Free

Database

Event Tracking – Google Analytics

Category=JR/Duty Free

Action=Click

Label=Website


Action=Click

Label=Map


Action=Click

Label=Phone

Phone

Call Us

Phone

0800 22 33 65

CRM Integration

Sitecore

CRM Connector

Contacts Marketing List

Contacts Groups

Example

Premium Travellers

All Users

Who are Business Class Travellers

Who have Covered Parking

Who have travelled in the last 30 days

CRM Integration

CRM

Parking Booking Lounge Booking

CSR

Social

Retailer

Customer

Inquiry

Email

Contact Us

Other General Support

CRM Integration

CRM

Parking Booking Lounge Booking

CSR

Social

Retailer

Customer

Inquiry

Contact Us

Other General Support

Email

Results

Since launch, we have seen a 400% increase in referrals to retailer websites.

Email leads to our retailers have also been on the rise.

Results

May June July Aug Sep Oct Nov

Email Enquiries to Retailers

Do you

sell?

Can I

reserve?

At what

price?

Event tracking setup across interactions within the retail section of the website

gives us further insights around user engagement .

Results

Top 10

Categories

BrowsedKeyword

searches

Wishlisted

Products &

Brands

Phone /

Email

referralsSharing via

Social or

Email

Results

Content viewed

within the retail

section has

increased by

84%

Bouce rate

reduced by

13%

Key learnings

• Having a digital roadmap in place along with how this project aligned

with it, helped get buy in from stakeholders.

• Design with Personalisation with Mind

• Be customer lead and not capability lead

• Strike a balance between your desired customer experience and

overheads you are taking on when delivering it.

• Do your research around Sitecore integrations with:

• CRM connector

• MTA

• MaxMind

• Track Everything.

Questions?

Reminder

We have recorded today’s webinar and will share the recording and slides in the

next 48 hours

Enjoy your day!