11-14 May 2009, Singapore

TFWA Asia Pacific and GATE ONE2ONE conference was held May 11-14, 2009 in Singapore, organized to provide a diverse and intense learning opportunity for all duty free and travel industry stakeholders. Entitled "Tailwind and Turbulence", the conference focused on the industry's sustainability, growth and resistance in spite of harsh times, while analyzing the impact of the global economic downturn on business throughout Asia Pacific.

As a sequel to Don Peppers’ perspective on 1to1 marketing in 2008, this workshop will provide a two sided perspective on how, through innovative use of technology, airports can drive revenues by offering real benefits to customers.

• Real, proven case studies of customer focussed marketing in airports

• A step-by-step look at how the processes can be implemented

• Analysis of the potential revenue growth and current “lost retail spend” by NOT implementing such procedures

Airports continue to struggle to increase customer retail spend. They are increasingly dependent on retail as a potential  upside revenue stream. As passengers have increased, the percent spent by them has remained constant. Given the downturn in the economics of airline travel, the challenge to develop new revenue streams is now at a critical stage.

It can be demonstrated that using current retail methodologies, unparalleled customer insight can be gained with a payoff of increased customer spending. This insight comes from access to customer knowledge using in-place retail infrastructure. Airports have a fixed cost base and are under pressure to lower costs or increase commercial revenues.  If harnessed effectively, airports can exploit these methodologies and infrastructures to dramatically increase customer retail revenue.

The presentation will discuss new retail methodologies and industry future trends. Airports can utilize these to "create a single customer view” from the many airport “touch points”. By deploying appropriately 3 key processes, the airports can exploit customer insight and knowledge, thereby creating opportunities to serve customers better and create more ‘buying’ windows - thereby ensuring increased airport retail spending.

From Workshop D as part of the session on 'Revenue Growth for Airports through Innovation and Technology', see a video replay of Transforming Airports: 1 to 1 Customer Strategies