There is a lot of airport time, effort and focus on customer data acquisition for consumer analytics. As an example, the airline industry has accumulated large amounts of data as a result of running their frequent flyer programs (FFP). The airports have not. Of course, understanding the data collected is one thing, but knowing what to do with it is certainly another. Just because you have the data does not mean you are on the road to success.
To hold this data, it is imperative that an airport deploy a CODB. It is central to their understanding of the collected data that the customer provides. This data includes their preferences, their travel and from past activities, their behavior, etc. The data is provided via a customer ‘opt-in’, not by stealth.For airports and their retailers, understanding the data is very much a function of what they know and don’t know about the data they have collected. What must be pointed out is:
- Retail success lies in understanding the individual; the ‘average’ customer doesn’t exist.
- Customers today are data savvy and know the value of their personal data.
- Your offer must be relevant and valued by the customer.
- Customers know very well when you fail to make your offer relevant.
Having these types of data enables retailers to optimize their offline marketing campaigns, loyalty programs and productivity variables such as scheduling and staffing.
As a first step to engage and expand their customer base, airports must have in place a consumer retail analytics capability. Key elements of this analytic capability include:
- An in-store monitor to quantify customer presence and traffic patterns.
- A consumer dashboard to provide real-time/historical performance metrics.
- A notification capability to enable dialogue with your customers
Working with our partners, we now have the capability to provide location-based marketing solutions and consumer analytics for airport retail stores.