DMA Highlights - Jonas Sylvest, Hjaltelin Stahl
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DMA Highlights - Jonas Sylvest, Hjaltelin Stahl

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DMA Highlights - Jonas Sylvest, Hjaltelin Stahl DMA Highlights - Jonas Sylvest, Hjaltelin Stahl Presentation Transcript

  • From Janitor to Host Copenhagen Airport, Denmark Jonas Sylvest
  • Next 20 minutes      20 Learn how to develop business from customer insights Understand how to identify business drivers How optimization generates memberships and revenue Applied customer insights ROI beyond click rates …how to reach a ROMI of 7 after 1 year running
  • Insight & Analysis Challenge Insight & research Development Results & learnings
  • Part of an ambitious journey Background • The world’s most attentive airport • Best part of the journey The goal • To increase the preference • Increase the attractiveness of online shopping • Engage as early as possible in the travel value chain.
  • Part of an ambitious journey Strategy • Create a customer engagement program: CPH Advantage, that creates revenue as well as loyalty Target group • Frequent flyers • Danes as well as foreigners
  • The CPH Travel Value Chain • Ownership of the communication throughout the customer journey • Upstream commercialization of the travel value chain
  • The Challenges • Even though 90% are happy, 60 % of our largest segment believe we could do better! • 40% of all our passengers do not spend anything at all at the airport…! 2% of the individuals account for 19% of all passengers PASSENGERS 12+ 4-12 2-4 INDIVIDUALS Less than 2 times per year
  • How to turn frequent flyers into frequent buyers With our customer engagement program we would be able to identify the most valuable passengers and increase their spending significantly
  • How to reach our targets with CPH Advantage • • • • • Increased spending per head with existing spenders Convert non-spenders to spenders Increase passenger satisfaction Increase dwell time in the airport Increase Airline and Concessionary satisfaction
  • Insight & Analysis Challenge Insight & analysis Development Results & learnings
  • "Who should ultimately design the product? The customer, of course" Philip Kotler
  • Customer & Corporate Driven Innovation • Ideation across segments
  • Rating Score Model The journey from all the great ideas to the few right ideas
  • Concept Architect™ THE COMPANY’S INTERESTS Maximize market share, revenue and profits POTENTIAL CONCEPTS THE CUSTOMERS’ INTEREST Value proposition and solution optimization Concepts and products that meet their needs at the right price
  • Concept Architect™ • Ideas and program content 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. WiFi Fast Track Lounge Discounts on parking Car wash Bonuspoints in tax-free shops Bonuspoints on food and beverage Bonuspoints in specialty shops Strategic partnerships: Discount and advantage Special rates at Hilton worldwide
  • EFFECT ON POTENTIAL INTEREST PRIMARY DRIVER DRIVER BENEFIT APPS TO BE INCLUDED IN THE FUTURE? Free WiFi Bonus points in Tax Free shops Access to CPH Lounge Bonus points on F&B Bonus points on Parking Partnership discounts and offers Bonus points in outlets Fast Track
  • Development Challenge Insight & analysis Development Results & learnings
  • If you want more… FREE WIFI ONLINE BONUS EXCLUSIVE PARKING CPH LOUNGE NEWS AND OFFERS
  • Brand Journey: the motion Brand Position: ”The world’s most attentive airport” Efficient, polite and reactive janitor Insightful, welcoming and proactiv host
  • Logic & Magic Empathy & status Inspiration Trust + Benefits & discounts Rewards & competitions IMMATERIAL MOTIVATION Emotional Differentiator MATERIAL MOTIVATION Basic Qualifier
  • A big challenge Connecting the strands… Channels Explicit data CRM Behavioural data DATA ”WHY” From BIG to RIGHT data ERP Transactional data Analytics Commerce platforms Media
  • 360° Sync
  • Dating Game REACH ENGAGE ACTIVATE NURTURE
  • Results & Learnings Challenge Insight & analysis Development Results & learnings
  • Does it work? CPH Advantage direct effect on tax-free sales
  • Overall Results • • • • 450,000+ members 55% of online spenders are members Index 120 online transaction value Index 143 average spend per head ROMI YEAR 1 7.07
  • Thank you for your attention Good luck on your own journey… JONAS SYLVEST DIALOGUE DIRECTOR | PARTNER VESTERGADE 10B, 3. DK-1456 KØBENHAVN K HJALTELINSTAHL.COM T: +45 60 40 0032 JS@HJALTELINSTAHL.COM HJALTELINSTAHL.COM