Time to Rethink those Airport Loyalty Strategies

Here’s an excerpt from our article “Time to Rethink those Airport Loyalty Strategies”, published in The Wise Marketer. “Customer loyalty or rewards programs are evolving at a very fast pace. The era and impact of the ‘Frequent Flyer Program’ model and the inexorable shift of the majority of consumers to more Read More …

Stages of Airport Merchandizing

Airports are constantly seeking to gain a larger share of the passenger’s (aka consumer) wallet throughout the travel value chain. Many airports have made their mobile app downloadable for all passengers. The app’s purpose is primarily aimed at being able to support the passenger throughout their travel journey and enhance the customer Read More …

Connecting or Engaging?

Connecting or Engaging, Where’s The Dialogue? We have been watching the discussion on ‘connected’ travellers, which has the premise that if you’re connected, then you’re available for marketing messages. Much of this discussion is led by ‘social media advocates’. But having worked in the various industries for over 30 years, Read More …

Context is Customer Determined

In many cases, mobile app developers and retailers are using the term “context” inappropriately when merchandising to customers. Context is customer determined. And the customer is the buyer. What context should be taken as is “what is the customer’s meaning of context?” Messages to customers should really focus on relevancy, Read More …

Increasing Customer Engagement #4

This is the 4th of a series of six articles which outlines a roadmap for companies to embrace a “Customer Engagement Model” for increasing customer engagement. Step 4: Customer Offer 2-Way Dialogue Transforming the way and means of communicating with a customer has changed. Today, customers choose to receive continuous Read More …

Increasing Customer Engagement #3

This is the 3rd of a series of six articles which outlines a roadmap for companies to embrace a “Customer Engagement Model” for increasing customer engagement. Step 3: Offer Creation and Management In a customer relationship, one overriding factor is that of ‘trusted brand’. Customers interpret ‘trust’ to mean: ‘What’s Read More …

Increasing Customer Engagement #2

This is the 2nd of a series of six articles which outlines a roadmap for companies to embrace a “Customer Engagement Model” for increasing customer engagement. Step 2: Customer Preference Generation – Segmentation Analysis Marketing involves numerous decisions concerning what products, services, and support should be offered to which customers, Read More …