DMA Highlights - Jonas Sylvest, Hjaltelin Stahl
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Transcript of DMA Highlights - Jonas Sylvest, Hjaltelin Stahl
From Janitor to HostCopenhagen Airport, Denmark
Jonas Sylvest
Learn how to develop business from customer insights
Understand how to identify business drivers
How optimization generates memberships and revenue
Applied customer insights
ROI beyond click rates
…how to reach a ROMI of 7 after 1 year running
Next 20 minutes 20
Part of an ambitious journey
Background
• The world’s most attentive airport
• Best part of the journey
The goal
• To increase the preference
• Increase the attractiveness of online shopping
• Engage as early as possible in the travel value chain.
Part of an ambitious journey
Strategy
• Create a customer engagement program: CPH Advantage, thatcreates revenue as well as loyalty
Target group
• Frequent flyers
• Danes as well as foreigners
The CPH Travel Value Chain
• Ownership of the communication throughout the customer journey
• Upstream commercialization of the travel value chain
The Challenges
• Even though 90% are happy, 60 % of our largest segment believe we could do better!
• 40% of all ourpassengers do not spend anything at all at the airport…!
12+
4-12
2-4
Less than 2 times per year
INDIVIDUALS
PASSENGERS
2% of the individuals
account for 19% of all passengers
How to turn frequent flyersinto frequent buyers
With our customer engagement program we wouldbe able to identify the most valuable passengers
and increase their spending significantly
How to reach our targets with CPH Advantage
• Increased spending per head with existing spenders
• Convert non-spenders to spenders
• Increase passenger satisfaction
• Increase dwell time in the airport
• Increase Airline and Concessionary satisfaction
Concept Architect™
THE COMPANY’S INTERESTS
Maximize market share,revenue and profits
THE CUSTOMERS’ INTEREST
Concepts and products thatmeet their needs at the right
price
POTENTIAL CONCEPTS
Value proposition and solution optimization
Concept Architect™
• Ideas and program content1. WiFi2. Fast Track3. Lounge4. Discounts on parking5. Car wash6. Bonuspoints in tax-free shops7. Bonuspoints on food and beverage8. Bonuspoints in specialty shops9. Strategic partnerships: Discount and advantage10. Special rates at Hilton worldwide
EFFECT ONPOTENTIAL INTEREST
Free WiFiBonus points in Tax Free shops
Access to CPH Lounge
Partnershipdiscounts and
offers
TO BE INCLUDED IN THE FUTURE?
DRIVERPRIMARY DRIVER
Bonus points in outlets
Bonus points on F&B
BENEFIT APPS
Fast Track
Bonus points on Parking
Brand Journey: the motion
Brand Position:”The world’s most attentive airport”
Efficient, politeand
reactive janitor
Insightful, welcoming and proactiv host
Logic & Magic
MATERIALMOTIVATION
Basic Qualifier
Benefits & discountsRewards & competitions
IMMATERIALMOTIVATION
Emotional Differentiator
Empathy & statusInspiration
Trust
+
A big challenge
Connecting the strands…
Channels
Explicit data
Media
Behavioural data
Transactional data
Commerce platforms
DATA ”WHY”From BIG toRIGHT data
CRM
Analytics
ERP
Overall Results
• 450,000+ members
• 55% of online spenders are members
• Index 120 online transaction value
• Index 143 average spend per head
ROMI YEAR 1
7.07
Thank you for your attention
Good luck on your own journey…
JONAS SYLVESTDIALOGUE DIRECTOR | PARTNER
VESTERGADE 10B, 3.DK-1456 KØBENHAVN KHJALTELINSTAHL.COM
T: +45 60 40 [email protected]