Airport operators are being urged to follow Gatwick’s lead in building detailed consumer insight on individual passengers and transform them into profitable customers or miss out on millions of pounds’ worth of business.
A new study by loyalty marketing and CRM specialist ICLP shows that even though two in five airport passengers questioned (43%) said they were open to the prospect of shopping at the airport, well under half (21%) usually found something to buy.
When it comes to spending on food and drink, nearly half of all passengers (49%) were interested in shopping but only one in three (30%) usually made a purchase.
Meanwhile, one in four passengers bought food and drink when they had not intended to, whereas only one in ten are tempted to impulse purchases at general retail outlets.
Gatwick Airport kicked off a search for a data insight company in February. It aims to create a single customer view (SCV) on passengers travelling through the airport, to better understand their behaviour and identify new growth opportunities. Publicis Chemistry has been running the airport’s marketing account since 2012.
ICLP managing director Mignon Buckingham said: “This survey highlights the commercial opportunity for airports to influence and increase passenger spend. Our experience in loyalty marketing has demonstrated that if airports are able to identify individual passengers and develop a much greater understanding of their needs and attitudes, average revenue per passenger can be significantly improved.
“Focusing marketing efforts on those passengers who do spend to increase the value and/or quantity of their transactions can be a winning strategy. Alternatively targeting those who do not spend with a tailored message and relevant offer can help turn them from passengers into customers. Collecting and deriving actionable insight from data on individual passengers is the key to success in driving greater revenues.”
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Airports urged to follow Gatwick lead and prep data strategy for take-off http://t.co/H4IlbcFNbN @Publicis_Chem #directmarketing #data #CRM
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