DMA 2013 From Janitor-To-host
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Transcript of DMA 2013 From Janitor-To-host
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From Janitor to Host Copenhagen Airport, Denmark
Karen Bender Sren Pedersen
Jonas Sylvest
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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
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Challenge Insight & research
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Best Airport Northern Europe
SREN PEDERSEN Business Development Director & Partner Research Agency
JONAS SYLVEST Dialogue Director & Partner Cross Media Agency
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Part of an ambitious journey
Background
The worlds 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.
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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
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The CPH Travel Value Chain
Ownership of the communication throughout the customer journey
Upstream commercialization of the travel value chain
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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
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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
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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
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Challenge Insight & analysis
Development Results & learnings
SREN PEDERSEN Business Development Director & Partner Wilke Research Agency
Insight & Analysis
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"Who should ultimately design the product? The customer, of course" Philip Kotler
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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.
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Customer & Corporate Driven Innovation
Ideation across segments
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Rating Score Model
The journey from all the great ideas
to the few right ideas
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Concept Architect
THE COMPANYS 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
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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
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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
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Challenge Insight & analysis
Development Results & learnings
JONAS SYLVEST Dialogue Director & Partner Hjaltelin Stahl Cross Media Agency
Development
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If you want more FREE WIFI
ONLINE BONUS
EXCLUSIVE PARKING
CPH LOUNGE
NEWS AND OFFERS
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Brand Journey: the motion
Brand Position: The worlds most attentive airport
Efficient, polite and
reactive janitor
Insightful, welcoming and proactiv host
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Logic & Magic
MATERIAL MOTIVATION
Basic Qualifier
Benefits & discounts Rewards & competitions
IMMATERIAL MOTIVATION
Emotional Differentiator
Empathy & status Inspiration
Trust
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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
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360 Sync
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Dating Game
REACH
ENGAGE
ACTIVATE
NURTURE
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Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airports
Results & Learnings
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Does it work? CPH Advantage direct effect on tax-free sales
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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
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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
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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
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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
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Thank you for your attention
Good luck on your own journey