White Papers

We have a number of white papers available with the objective to provoke new thinking or ideas on current business issues. Copies are available by contacting us.

If you would like a copy of any White Paper, please request via our Contact Us page and provide the name of the White Paper you would like to receive.

Mobile Customer Loyalty (2014)retail Consumers, who are increasingly mobile and always connected, have a tendency to behave in a different manner when it comes to loyalty programmes. Today, the major opportunity for loyalty programmes is to focus on consumer outcomes and to attend to the needs of the mobile consumer. This is especially true for airports and their retail and food & beverage concessions. It’s been long known that long-term consumer trust and loyalty only comes by building an emotional value exchange with the consumer at all touchpoints in their purchase decision. The mechanics needed for building this trust have changed, since the beginning of points based loyalty programmes. Mobile technology has enabled more interactive and engaging relationships to be developed.
Rethinking Airport Loyalty Programs (2013)retail Customer 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 personalised, location based and real time marketing will leave little revenue opportunities for airports not in tune with shift in the new consumer demands. The vast majority of consumers now demand a more transparent business environment, in order to justify their spending in airports, now perceived as over-priced and captive environments. Airports can continue with “more of the same” tactics or they make the most of the new opportunities inherent in well-designed and implemented customer programs.
Roadmap to Airport Commercial Success (2010)retl2 Airports need to increase their retail revenues in order to pay for their airport expansions. Unfortunately, their efforts are hampered by a lack of customer relationships. What should airports do to create strategic advantage, enhancing their customer’s experience, thereby increasing their airport retail spend. There is a significant strategic advantage for the airport that embraces a “Customer Engagement Model” with a view to ‘Win through Customer Knowledge’.
Winning through Customer Knowledge (2007)KnowCust As airports struggle to provide competitive services for airlines, they must focus their strategies to increase non-aeronautical revenues. This means increasing their retail revenues in order to pay for their airport expansions. Unfortunately, their efforts are hampered by a lack of customer relationships. What should airports do to create strategic advantage, enhancing their customer’s experience, thereby increasing their airport retail spend?
The Preferred Customer: The new customer experience paradigm (2003)PrefCust As airlines struggle to compete in today’s local and global markets, they must refocus their efforts on customer relationships. Older CRM methodologies are not as effective as they used to be, given their reliance on frequent flyer plans. What should airlines do to create strategic advantage, enhancing their customer’s experience, thereby retaining their loyalty?
Airline Loyalty Programs: Liability Management (2002)FFP Airlines created one of the most successful customer loyalty relationships through their Frequent Flyer Programs. Success came with a price; that of increased liability in the form of ‘free flights’. What tactics should airlines take to reduce this liability, while at the same time enhancing their customer’s travel experience and retaining their business?
The One Square Foot Enterprise (2000)sqft The internet has spawned new eCommerce business models as the distribution channels of the future. Customer self-service kiosks exploit these new business models and deliver benefits of lower costs with consistent customer experience. What should companies do to implement the “One Square Foot Enterprise” effectively to success with their customer.