how airports can use social media to drive retail

Download How airports can use social media to drive retail

Post on 20-Aug-2015

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  1. 1. World leaders in helping airports go social
  2. 2. Airport Lost Revenues
    • FLAT Revenue growth
    • 3. No customer knowledge
    Source:Blackstone Gates Study; Airports Annual Reports
    • $28Bn+ Retail Spend Lost
    • 4. No customer knowledge
    • 5. Loss of share of wallet
    Lost Retail Spend
    Projected Retail Spend
    # PAX
    Source: IATA Airline Traffic Forecasts; Blackstone Gates analysis
  3. 6. Customers Not Engaged
    Booking
    Rail
    Check-in
    Bag Drop
    50%
    2.7 Billion Customers
    Gate
    Flight
    Security
    Shopping
    US$17.6 Billion
  4. 7. Customers In Control
    8%31% 75%
    200920102011
  5. 8. AirportCustomer Strategy?
  6. 9. Airports Using Social Media
    200+
    Courtesy: Blackstone Gates,Airport Customer Engagement Study
  7. 10. KLIA Social Media & Retailers
  8. 11.
  9. 12. KLIA Customers on Social Media
  10. 13. About the KLIA customers on social media
  11. 14. Aviation Social Media
  12. 15. AirAsia & Social Media
    • AirAsia needs no introduction
    • 16. Probably the first big Malaysian brand to adopt social media in a significant way
    • 17. Harnessed social media to build brand and global reach
    • 18. Perfect approach for a low cost carrier, with the low(er) cost of marketing through social media
  13. Case Study #1: AirAsia
  14. 19. AirAsia
    • Address customers biggest concern: how to get in touch if they have any problems
    • 20. On their website: hidden, takes more than 5 steps to get there
    • 21. On their Facebook page: prominently displayed
    • 22. Conversations and interaction with customers: commenting on photos or status updates
    • 23. Not just a marketing tool, but an effective one at that
    • 24. Contests
    • 25. Exclusive Deals for Fans
  15. AirAsia
  16. 26. Retail 1
    Check-In
    Hall
    Landside
    Retail
    Security
    Search
    Airside
    Retail
    Flight Information Messages
    Retail 2
    Retail 3
    Gallery Walk
    Manchester Airport
    Proximity Marketing
    Whats in it for the passenger?
    • Making the passenger journey easy
    • 27. Faster passenger transit time
    • 28. More/better information for passengers
    Whats in it for the airport?
    • Increase commercial yields
    • 29. Leverage of existing infrastructure
    • 30. Service performance improvement
    Courtesy: Dr. Martin Smith, Group Director of Technology &
    Innovation, Manchester Airports Group
  17. 31. London Gatwick Airport
    We achieved a redemption rate of 10.5%. Were delighted with the results.
    Alan ChambersBusiness Development ManagerTTT Moneycorp
    On-Airport Currency Project
    • Joint effort: BAA + easyJet
    • 32. Access opt-in passengers
    • 33. Target passenger-provided profile
    • 34. Hi-value passengers travelling outside EU
    • 35. Business passengers travelling to France
    • 36. All passengers on EZ5303 to Marrakech
    • 37. Maximise conversion rates
    • 38. Capture data at POS
    • 39. Analyse redemptions: ROI
    Attract
    Segment
    Retain
    Redeem
    Offer
    Dialogue
    Powered by
    Courtesy: Mike Atherton, Managing Director
  18. 40. Geneva Airport
    Nuance Tax + Duty Free
    Retail A, B & C
    BBO041B2515:30
    15MIN TO WALK FROM CHECK-IN TO GATE
    The retail results
    • High sales penetration impact
    • 41. 70% used their card for the retail offer
    • 42. 200% increase - sales ratio for business travelers
    • 43. Opportunity to generate a F2F sale
    • 44. Opportunity to better target the customer profile
    • 45. Customer loyalty target specific customer types
    BBO041B2515:30
    1 CADEAU VOUS ATTEND AU TAX+DUTYFREE SHOP
    BBO041B2515:30
    FLORENCE WEATHER SUNNY22C
    BBO041B2515:30
    PROCEED TO GATE LOUNGE BOARDING SOON
    BBO041B2515:30
    LAST CALL GO TO GATEENJOY YOUR FLIGHT
    BBO041B2515:30
    FLIGHT DELAY TO 16:05
    Courtesy: Brij Sahi, Chief Commercial Officer
  19. 46.
  20. 47. robert@simpliflying.com
    shashank@simpliflying.com
  21. 48. The Customer Journey
    Pre-Departure
    Travel to airport
    Destination
    post-trip
    Departure Airport
    Flight
    Arrival Airport
    Travel to airport
    Departure Airport
    Flight
    Arrival Airport
    Pre-Departure
    Travel to airport
    Destination
    Post-trip
    Departure Airport
    Flight
    Arrival Airport
    Travel to airport
    Departure Airport
    Flight
    Arrival Airport
    Destination
    Customer reality: all journeys have origin & destination
    outbound
    return

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