Ida Gøtzsche Digital Business Development Manager Copenhagen Airports A/S

ROPO How to Measure the Effect of Cross Channel

…

Even in Romania…

Many Companies are Aware of this…

Cross Channel has become

the number one BUZZ WORD

But Cross Channel often means SEPERATE channels

Different budgets & different strategies Management does not fully understand

the essence of Cross Channel Numbers matter (conversions, basket

sizes, sales, etc.) The relation between platforms is

intangible

The INTAGIBLE needs to become TANGIBLE to get a complete Cross Channel focus.

What is ROPO?

ROPO is Constantly Growing…

But what is the value for your business?

Mixed Method Research Method

Results of ROPO

Results of ROPO

Customers planning purchases in the TAX FREE store on TAXFREE.dk

Customers purchasing at TAXFREE.dk

In Other Words…

60% of all customers visiting TAXFREE.dk purchase EXTRA in the offline store

The average upsell amongst researchers is higher than the intended spend

The average basket size is more than double for customers visiting TAXFREE.dk prior to the TAX FREE store at the Airport compared to our regular offline customers.

• 62% would purchase TAX FREE despite of the online webshop • 28% would purchase the same amount online as offline • 10% would NOT purchase anything if we offered no online webshop

= 62% Cannibalization ?

Not quite…

WHAT IT MEANS TO MY DAILY WORK?

Paradigm Shift in Value Chain

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LOUNGE & RECREATION

GATE & BOARDING

INFLIGHT TRANSFER & ARRIVAL

HOME TRANSPORT & EVALUATION

SHOPPING/F&B

PASSENGERS

TRAVEL CHOICE BOOKING TRANSPORT &

ARRIVAL CHECK-IN &

LUGGAGE SECURITY

MARKET/

TRAVEL OFFERS

Now…

LOUNGE & RECREATION

GATE & BOARDING

INFLIGHT TRANSFER & ARRIVAL

HOME TRANSPORT & EVALUATION

SHOPPING/F&B

Before…

Possible to Tap in to Complete Value Chain…

Key Take Aways

• Measuring ROPO is the best argument for a online focus! • Low conversion rates does not equal lack of succes

Look at your website data (page views, behavior patterns, abandoned baskets, etc.)!

Successful Cross Channel • Online/offline MUST be closely nit together • Your website should accommodate both Shoppers and

Researchers • Your customers should find the same assortment. …And the same prices! • You may vary campaigns online and offline to tricker to favorize

a particular platform. …but expect a shit storm

• Get to know your customers, ask them what they want, and give it to them! (They don’t always know, but listen anyways – they want to engage with you).

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