My holidays and business trips always starts at the airport. From luxury shopping to cafés, power stations, restaurants and bars, there is something for everyone, and major international airports like London Heathrow — which hosted a record 73.4 million passengers across five terminals in 2014 — have become destinations in themselves.
However, the UK’s hub airport doesn’t quite agree that my journey starts there. For them it starts even earlier — before I have even booked a flight — and Heathrow is dedicated to providing me a seamless experience from that point to getting on board.
This seamlessness is only possible if Heathrow understands who I am as a customer, so they can give me relevant information and offers at the right point in my journey, whether that is online of offline. Yet many large organisations find the biggest barrier to making this happen is getting that full view of the customer in the first place.
Heathrow and the airport’s dedicated rail connection, Heathrow Express, are not alone in facing this particular challenge. Traditional siloes of knowledge in the sales and marketing teams, plus the challenges of integrating legacy technologies, meant that developing this single view of the customer was virtually impossible. Add to that the explosion of new methods and channels for reaching customers that organisations now need to consider and it’s a minefield—but not one without massive opportunity.
To overcome these challenges; improve their understanding of each passenger; and deliver contextual, relevant and real-time messages; Heathrow is implementing Adobe Marketing Cloud, including Adobe Campaign, Adobe Analytics, Adobe Target and Adobe Social.
Simon Chatfield, Head of eBusiness and CRM for Heathrow has been leading on the project so Heathrow can appeal to the thousands of passengers coming through their doors each day. He says, “While one customer will be looking forward to browsing luxury handbags, another will only be interested in learning more about our family facilities. What we want is for customers to only get messaging that is right for them. Adobe Campaign will allow collaboration across the business to better understand what our customers want. It will also make us operationally more efficient and allow us to generate more upselling opportunities.”
As a platform, Adobe Marketing Cloud solutions will also allow Heathrow to explore innovative new marketing techniques, for example using beacon technology for location-based targeting, whether on the Heathrow Express or in the airport. By ensuring that the customer view is integrated across all platforms, offers can be tailored to exact customer requirements – whether that’s an offer on the new seasons’ perfumes, or a kids-eat-free meal offer.
We will be working alongside our partner Acxiom to give Heathrow the best possible view of their customers so they can deliver a better experience. Adobe Campaign will be integrated with Adobe Analytics and Adobe Target, which Heathrow is already signed up to, to provide a platform far stronger than a point solution approach. With Adobe Social also in place at Heathrow, the airport is one of the largest organisations harnessing the power of Adobe Marketing Cloud.
We’re delighted that Heathrow has extended its work with us to manage campaigns across the airport, its car parking and on its trains. And, with new technology innovations on the horizon offering huge potential to make every journey better, it’s an exciting time to be on board.