On any given day, London Heathrow—Europe’s busiest airport—is bustling with activity. From travelers arriving home to those embarking on adventures, Heathrow strives to make customer experiences as easy and enjoyable as possible. Trains operate to London, parking is plentiful, Wi-Fi is free, and shopping options are virtually unlimited.
Adobe Marketing Cloud helps connect the dots along the passenger journey, drawing on data that’s collected from travel bookings, Wi-Fi logins, and purchases from airport retailers. Combining information from these touchpoints allows Heathrow to reach customers with personalized content that reflects previous visits online or at the airport.
“People come to Heathrow because they’re traveling or meeting a visitor—but we want to keep up communication with them during all of the times in-between. We’re looking at how they get to the airport, how they plan trips, what we can provide before travel, and what they might want to look for in the terminals,” says Simon Chatfield, Head of eBusiness and CRM, Heathrow Airport Limited. “Adobe Marketing Cloud helps us determine what information people want and then deliver it at each step in their journey.”
Heathrow engages customers using Adobe Campaign, Analytics, and Target. The airport also listens to social conversations with Adobe Social and uses those insights to improve targeting.
Going the extra mile to make the customer journey better is a priority for Heathrow. For example, geotargeting capabilities let people know about services and offers they want within the terminal—such as an offer for a handbag or an iPad. “Delivering useful information is clearly a benefit, but our real goal for using Adobe Campaign is to provide travelers with the absolute best airport service,” Chatfield says.
To learn more about how Heathrow is reimagining the airport experience, read the case study : Heathrow reimagines the airport experience