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DMA Highlights - Jonas Sylvest, Hjaltelin Stahl
1. From Janitor to Host
Copenhagen Airport, Denmark
Jonas Sylvest
2. 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
5. 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.
6. 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
7. The CPH Travel Value Chain
• Ownership of the communication throughout the customer journey
• Upstream commercialization of the travel value chain
8. 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
9. 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
10. 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
15. 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
16. 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
17. 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
22. 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
28. 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