From Janitor to Host Copenhagen Airport, Denmark

Karen Bender Søren Pedersen

Jonas Sylvest

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

"Who should ultimately design the product? The customer, of course" Philip Kotler

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.’

Customer & Corporate Driven Innovation

• Ideation across segments

Rating Score Model

The journey from all the great ideas

to the few right ideas

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

If you want more FREE WIFI

ONLINE BONUS

EXCLUSIVE PARKING

CPH LOUNGE

NEWS AND OFFERS

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

360° Sync

Dating Game

REACH

ENGAGE

ACTIVATE

NURTURE

Challenge Insight & analysis

Development Results & learnings

KAREN BENDER E-commerce & Marketing Director Copenhagen Airports

Results & Learnings

Does it work? CPH Advantage direct effect on tax-free sales

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

Thank you for your attention

Good luck on your own journey…