Unlock the power of Airport Retailing Data. Discover how to turn every passenger into a retail customer and enhance experiences.
Airport retailers see a significant amount of foot traffic as thousands of passengers make their way through airport terminals daily.
Converting a passenger into a customer may sound simple—but it is not easy. According to Collinson’s Airport Journey research, passengers who enjoy their airport experience spend significantly more at the airport.
However, creating an ecosystem of enjoyable passenger experiences is challenging. Many factors can impact passenger sentiment. For example, keeping queues short and presenting exclusive offers at opportune times. An airport must ensure everything positively impacts the passenger experience.
Airports must create the most efficient and enjoyable experience from start to finish if they want to increase retail spend. To achieve this, airports need to understand their passengers and their behavior. Data analysis enables that.
By ingesting the right data inputs into an advanced platform, airport managers can effectively measure every passenger journey step. With this expert analysis, they can enhance customer spend and engagement.
How Skyfii Transforms Airport Retailing Data
The Skyfii platform provides airports with actionable data to make informed decisions. For example, airports can leverage Skyfii’s tools to:
- Rapidly build a passenger database
- Segment audiences
- Increase passenger engagement
- Improve sentiment
- Drive conversions
The more you learn about your passenger, the better you can improve the passenger experience. These efforts directly translate to retail spend.
Airports can also use this valuable passenger data to deliver the right tenant mix, amenities, and promotional offers. Most importantly, analytics from various data sources allow airports to act decisively. This data-driven approach increases efficiency and retail conversion in real-time.
5 Ways to Convert Passengers Into Retail Customers
Discover effective ways to leverage data from cameras, WiFi, people counters, and LiDAR. Then use this insightful data to help airports convert passengers into retail customers.
1. Understand Passenger Movement
Provide an enjoyable passenger experience by reducing the time it takes to pass through a retail store and complete a purchase.
For example, an airport can reduce retail queue times by:
- Opening more registers
- Scheduling more staff for busier periods
- Keeping popular products stocked and predominately placed in high-traffic areas
To do this, airports must understand the entire customer journey. For instance, airports can leverage data from:
- WiFi
- Cameras
- LiDAR
- People counters
These solutions provide granular, real-time information about movement, occupancy, and dwell time throughout all areas.
This data also helps airport retailers optimize staff schedules and keep queue wait times down.
With Skyfii’s data platform, you can understand how passengers move through your airport. Then use those insights to improve the passenger experience.
For example, airport operators can use customer journey patterns to provide significant insight into an effective complement of retailer categories and brands.
Also, customer journey patterns correlated with sales data can determine performance and preference of products, categories, and brands.
2. Build a Passenger Database and Segment Audiences
Convert your passengers into customers by sending targeted marketing messages. But first, you must collect and segment passenger information and preferences.
Skyfii’s data platform helps you collect rich profile information about passengers when they log in to guest WiFi via captive portal.
A captive portal landing page allows you to gather passenger data like name, email, phone, or social media profiles. This data helps you develop passenger profiles based on who your passengers are and if they’re repeat customers.
You can also progressively ask for new data on each passenger’s return visit to build a more detailed profile. In addition, you can collect timely feedback about customer experience or sentiment by sending surveys.
3. Communicate With Passengers in Real Time
After you’ve built your passenger database and segmented your audience, tailor customer experiences through tools like guest WiFi and IO Engage. This technology ensures customers have access to information, rewards, and offers that are relevant to them.
For example, airports can engage customers over WiFi, SMS, mobile apps, digital signage, and email. With automated campaigns, you can deliver targeted retail offers at opportune times, also known as proximity marketing.
Proximity marketing allows you to communicate with passengers at the right place and time. For example, send highly relevant, personalized content to their mobile devices.
You can also engage passengers with messages at entry points or in specific locations. You can even reach them after they leave a retail store to influence their next action.
4. Measure and Improve Merchandising and Campaign Performance
Measuring and tweaking your marketing campaigns to ensure they’re effective is essential.
With Skyfii’s data platform, you can attribute campaigns to visits and purchases.
You will understand how marketing campaigns, promotions, and product launches impact conversion to retail. You can also measure ROI spend across multiple concurrent marketing channels, driving store conversion and loyalty.
Data analysis can also help airports improve merchandising. For example, you can analyze customer journey patterns to determine the best product placement, displays, and signage.
This data helps you determine the highest-yielding products. It also helps decide which products to display prominently in high-traffic parts of your duty-free areas.
Moreover, data analysis makes planning decisions quick and with greater certainty.
5. Optimize Tenancy Mix
Airports can help retailers increase their conversions by using data analysis to make decisions around tenancy mix.
For example, they can measure the traffic to an area and discover the percentage of passengers visiting each retailer.
Airports can optimize tenant mix across terminals more efficiently by understanding how effective retailers attract passengers.
When an airport understands the categories of retail passengers prefer or complement one another, it can craft a favorable environment. This can provide retailers with the best opportunity to thrive.
Ready to Convert Your Airport Passengers Into Retail Customers?
Data analysis can help you convert passengers into retail customers more efficiently. This approach ensures your passengers have a less stressed and more satisfying experience.
Ways Skyfii’s data platform will help your airport operate efficiently:
- Keep queue wait times down
- Send targeted offers and notifications
- Ensure your passengers’ favorite products are in stock
Ready to attract more passengers, increase repeat visits, and drive conversion rates?
We can help provide the passenger data and insights you need to make better decisions.
