Gatwick Airport’s Obsession with the Consumer

Guy Stephenson

Chief Commercial Officer

Trinity Forum Hong Kong

September 2015

An airport on the up… growing passengers

through competing for service • 6 years of competition in strong independent ownership

• Increase from 31 to 41 million passengers since 2009

• £1.5 billion of investment in capacity, service,

technology and commercial projects

• Moving from peer group average to top quartile ASQ

ranking

• F&B 1st, Retail 3rd in customised panel

Our big challenges and opportunities

• Runway capacity - we are the busiest single runway in

the world

• Increasing core service capacity in constrained

infrastructure

• Staying ahead of the emerging consumer landscape to

deliver service excellence and commercial returns

Every day over 100k of empowered, informed,

demanding, tech-savvy and reasonably well-

heeled consumers come through our doors

We now live in an experience economy

Consumers remember

how we do things…

…as much as what we do

Quality memorable

experiences are valued

Pillars of commercial strategy The relaxing heart of the airport experience

High shop standards, mystery shopped

Service that is fast and memorable –

measured every month

Product and brand relevance to our target

market – identified through primary research

A clear and trusted price proposition,

recognising online transparency

eComm and digital investment to engage,

excite, promote, transact and inform

Data strategy delivering high quality shared

analytics to provide insight and drive trading

performance

Power politics – total transparency The environment has changed – power over your brand increasingly lies

with consumers

We are held to account by

our passengers in real

time

No hiding bad service

No hiding uncompetitive

pricing

Individual customers have

a voice and an audience

Our customers’ opinion really matters Primary research monthly and quarterly

100,000

interviews p.a.

> 11 million data

points

04:00 - 23:00

365/7 coverage

Service

Standards

Buying trends

Demographic

attitudes

Brand

aspirations

Reasons for not

purchasing

Price

perceptions

Time utilisation

50 questions, 15

classifications

Constantly measuring core service delivery in

real time – check-in performance

Constantly measuring core service standards

Constantly measuring Food and Beverage ratings Percentage of customers rating Gatwick as Excellent or Good

Constantly measuring Retail outlet ratings Percentage of customers rating Gatwick as Excellent or Good

Constantly measuring service delivery in our

commercial areas Percentage of customers rating Gatwick as Excellent or Good

South Terminal North Terminal

3.93

4.11

3.5

4.0

4.5

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Prior Year

4.09

4.27

3.5

4.0

4.5

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Prior Year

F&B Speed of Service

Constantly measuring advocacy - NPS

Digital: friend not foe, opportunity not threat

Tesco virtual grocery store at Gatwick 2012

myGatwick - personalising the airport journey

and rewarding engagement

What is myGatwick?

Digital customer engagement programme based on:

• Immediacy - instant value

• Simplicity - easy to sign up and understand

• Relevance - tailored to information and journey needs

• Reward – additional benefits upon return

• Community – forum for passenger interaction

All evidence suggests that ‘engaged’ customers

drive more revenue and

are more likely to prefer you over a competitor

myGatwick 1.0: rewarding engagement

Free on

registration

(immediate)

Partner

Discounts

(tailored by need)

Future

Bundles

(by preference)

Free

Pret Coffee

Double free

Wi-Fi Retail Offers

F&B vouchers

Lounges Free

flight alerts

Business

Family

Premium

PRM

Gatwick

Exclusives

(reward loyalty)

Best parking

offers

Premium Security/

Passport Control

GatwickConnects

discount

Hotels

Onward travel Park & Stay

Know what consumers want

Deliver them valuable experiences

Engage and reward them

Measure how you are doing

Constantly improve what you offer them

Thank you

Key themes driving our consumer agenda