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From Janitor to Host Copenhagen Airport, Denmark
Karen Bender Søren Pedersen
Jonas Sylvest
Up in the air…
FILM
Agenda
Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
SØREN PEDERSEN Business Development Director & Partner Wilke Research & Consultancy
JONAS SYLVEST Dialogue Director & partner Hjaltelin Stahl Cross Media Agency
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
SØREN PEDERSEN Business Development Director & Partner Wilke Analysis Agency
JONAS SYLVEST Dialogue Director & partner Hjaltelin Stahl Cross Media Agency
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
Part of an ambitious journey
Background
• In the beginning of 2013, CPH started an ambitious journey. The goal was to become the worlds most attentive airport. An airport that through new products and services would be the best part of the journey .
The challenge
• To increase the preference for CPH and to increase the attrativeness of online shopping - and parking offers, by communication as early as possible in the travel value chain.
Part of an ambitious journey Strategy
• CPH Advantage is a club concept, that drives revenue across products/services and channels, while it also creates loyalty at the most valuable airport customers.
Target group
• The target group is frequent flyers, Danes as well as foreigners, that travel more than 4 times a year.
Part of an ambitious journey
• Advantage is one of drivers behind CPH´s target of moving from being a Janitor to become a host – Transition from caretaker to engaging host
– Customer centric
– One size fits all Individualized value chain
– General upstream Commercialising of the travel value chain
The Challenge
19%
20% 9%
84.500 1,7 mio.
450.000 1,8 mio.
41%
71% 3,6 mio. 3,6 mio.
18% 20% 900.000 1,8 mio.
12+ times a year
4-12 times a year
2-4 times a year
Less than 2
times a year
• 9,6 million LDP
• 11% of the individuals accounts for 39% of all travelling
- 2% of the individuals accounts for 19% of all travelling – but hardly spend any money
• 60 % of our largest segment believe we could do better!
• 40% of our passengers do not spend any money in the airport!
• And we do not know anything about our most frequent passengers
Total 5,1 M Total 8,9M.
Individuals PAX
Individuals vs. PAX 2009
2%
The Challenge: How to turn “heavy users” in to “heavy consumers”
Challenge
– In CPH We frequently have contact with a small part of the passengers. But we don’t know who they are, and we don’t know anything about them - or anything about their behaviour and needs.
We treat all our passengers the same way
– regardless of their travel frequency and purchase behaviour
With the CPH Advantage programme we would be able to identify the most valuable passengers and increase their spend in significantly
Where did we come from – and where did we want to be?
Offer 1
CPH offer! Parking
We tell all our customers and passengers
Traditional dialogue = One size fits all
I´m an individual – I have a unique behaviour...
We choose the offer that target the individual passenger
Offer 1 Offer 2 Offer 3
Tailor made dialogue = e.g. directed at a comfortable experience traveller
The better customer insight and qualified data we have - the richer opportunity we have to affect our passengers
behaviour and meet their needs
F&B, Tax-free, Specialty,
Wi-Fi
Airlines, Parking
The targets
• Increased spend per head at existing spenders
• Convert non-spenders to spenders
• Increase passenger satisfaction
• Increase dwell time in the airport
• Increase Airline and Concessionary satisfaction
Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
SØREN PEDERSEN Business Development Director & Partner Wilke Analysis Agency
JONAS SYLVEST Dialogue Director & partner Hjaltelin Stahl Cross Media Agency
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
Service level to who?
Ideation
• Idea generation across segments
Rating Score
• The journey from all the great ideas to the right ones
– Scoring 60+ ideas
– Business case evaluation
The business Issue
How do we compose a loyalty programme for CPH?
• Importance of attributes?
• Sensitivity?
The Situation The challenge The Questions
Key issue: How do we add value to both travellers and the CPH business?
CPH want to: • Add value to the travellers
• Strengthen traveller relation
and loyalty
• Add value to the business
Which attributes should go into the programme and at which levels:: • Killer application?
• Which other attributes:
Rebates Service Experiences Advantages
The solution - Concept Architect
Wilke ConceptArchitect - Conjoint analysis: • Decomposes the travellers decisions into the
importance of each of the decision parameters.
• Reveals the travellers sensitivity to changes in each of the decision parameters..
• Simulation of ”What if” scenarios before launch: Traveller behavior Business result
Specific guidelines for the design of the loyalty programme: • What should we include? (what reprensents
value to the travellers?)
• What should we leave out?
• How do we define the individual elements from a business perspective?
The solution: The output:
Concept Architect
• Ideas and attributes
Wifi
CPH fast Track
through Security
CPH Lounge Discount Parking
Carwash Bonuspoints
inTaxfree-shops
Bonuspoints in Café,
restaurant & bar
Bonuspoints in special-
shops
Discount and
advantages at airport partners
Discount at Hotel Hilton
Effect on potential interest:
Free WiFi Bonus points in Tax Free shops
Bonus points in CPH Lounge
Partnership discounts and
offers
To be included in the future?
Driver Primary driver
Bonus points in outlets
Bonus points in F&B
Benefit Apps
Fast Track
Bonus points on Parking
Concept Architect Estimated potential of 62% of target group, i.e. 435.000 members or 5,7 mio IDP
8%
13%
41%
38%
Potential members
Basic Plus Premium None
3 membership levels: • Basic • Plus • Premium
Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
SØREN PEDERSEN Business Development Director & Partner Wilke Analysis Agency
JONAS SYLVEST Dialogue Director & partner Hjaltelin Stahl Cross Media Agency
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
Brand Journey
• Most attentive airport
Dygtig, høflig og reaktiv vicevært
Dygtig, imødekommende og pro-aktiv vært
Logic & magic
Empathy & status Inspiration
Trust
Material motivation
Basic Qualifier
Immaterial motivation Emotional
Differentiator
Benefits & discounts Rewards & competitions
+
Strategic position
From janitor to host:
If you want more
Creative Development Udvikling af
retninger for kommunikations-konceptet
Valg af retninger og udvikling af identitet
Anbefaling af identitet og look ‘n feel
Udrulning og produktion
360 marketing system
• Closed loop
• Triggers based on big data
• Cross media
• Contextual communication
Go to market • Contextual communication
• Individualised one2one
• Behavioral triggers
If you want more
Challenge Insight & analysis
Development Results & learnings
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
SØREN PEDERSEN Business Development Director & Partner Wilke Analysis Agency
JONAS SYLVEST Dialogue Director & partner Hjaltelin Stahl Cross Media Agency
KAREN BENDER E-commerce & Marketing Director Copenhagen Airport
Overall results
• 400.000 members (August 2013)
• Members spend in general 43% than non- members
• Open rate continues to be around 33%
• ROMI 7 year 1
Examples of Advantage email campaigns – tax-free
31
DKK 250.000 DKK 300.000 DKK 125.000 DKK 92.000 DKK 225.000
Tax-free.dk turnover directly from emails
10.000 extra bonuspoints
10.000 extra bonuspoints
10.000 extra bonuspoints
Results on the online shop
• 55% of turnover in the online shops is made by Advantage members
• ATV from advantage members is index 120 compared to non-members
• Open rate on newsletter is stable around 33%
Examples of Advantage email campaigns – Parking • Media
Single message e-mail
• Target group 110.000 Danish CPH Advantage
members
• Message – Order Parking before July 4. and get double up on Advantage bonuspoints – Special Summer offer: DKK 649/week – P.S. We have weekly parking from DKK 400/week
Results on Parking
Open rate:
36,7%
Click rate
4,1%
Turnover
3 times higher than when we communicate to non-members
ATV 29 % higher than non-members
The original targets
• Increased spend per head at existing spenders
• Convert non-spenders to spenders
• Increase passenger satisfaction
• Increase dwell time in the airport
• Increase Airline and Concessionary satisfaction
Learnings
• The development of the programme is much faster than expected.
• However it takes time to build relationships with the members and create real loyal members.
• It is complicated to have 3. party partners who’s engagement and commitment, you are dependent on.
• It is important to have a programmes that offers a broad, but travel relevant range of good offers and services as well as information – otherwisw you risk becoming a ”parking offer club”.
• Stick to relevance - do not get tempted by potential strategic partners, that are not travel relavant.
Advantage 2.0
• What are the next steps?
– What is the Killer app beyond 2013?
– More IN airport focus
– Earn & burn offline on Parking and in the physical shoppingcenter incl. Tha Tax-free shop
– Further development of VIP feeling, recognition
– Minus strategic partnerships