In the past, many people thought of airports as mere waystations—dreary stopovers that had to be tolerated to get where they were going. But that view is changing. Increasingly, travelers expect more of the airport experience. They might want to grab a gourmet meal, do some shopping, or keep their children entertained. Whether traveling for business or pleasure, it seems everyone is looking for the very latest in airport conveniences to make their trips smooth and enjoyable from beginning to end.
With more than 78 million passengers passing through its gates in 2017, London Heathrow Airport knows how important it is to make the airport experience not only stress-free but also fun and rewarding. The airport itself interacts with travelers in many ways—including multiple websites for checking flight information, booking connecting transportation, and reserving parking. The combination of information and commerce has helped the airport build a database of 30 million contacts and, with the help from Adobe partner Acxiom, Heathrow is putting that data to work.
Using Adobe Analytics and Adobe Audience Manager, the airport has built detailed customer profiles that power traveler engagement campaigns. Using Adobe Campaign and Adobe Target, Heathrow is also making these digital experiences personalized.
“Adobe Experience Cloud helps us achieve our goals to deliver an end-to-end digital experience that focuses on each customer’s interests,” says Stuart Irvine, Analytics and Optimization Lead at Heathrow Airport. “We’ve raised the average spend per customer by 60% because we’re better able to reach people with personalized deals and relevant experiences.”
The experience ranges from providing full-fledged e-commerce interactions, focusing on products that travelers are most interested in according to third-party data, to sharing details about the shops and restaurants that are nearest to a traveler’s arrival gate. The airport is particularly interested in nurturing relationships with Heathrow Rewards customers, who fly at least five times a year and spend an average of £140 each.
Using artificial intelligence, powered by Adobe Sensei, better digital experiences are created across virtually every corner of the digital landscape at Heathrow. “We don’t have the manpower to constantly monitor and adjust the performance for a high-volume area, such as the Heathrow.com homepage,” says Irvine. “We use the power of Adobe Sensei to automate our processes and achieve better results than our team can accomplish alone. We’re delivering more relevant offers to each customer, which improve conversions and revenue.”
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