From Janitor to Host

Copenhagen Airport, Denmark

Karen Bender
Søren Pedersen
Jonas Sylvest
Next 60 minutes

 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 & Results &
Challenge Development
research learnings

KAREN BENDER SØREN PEDERSEN JONAS SYLVEST

E-commerce & Business Development Dialogue Director
Marketing Director Director & Partner & Partner

Best Airport Research Agency Cross Media Agency

Northern Europe
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 2% of the individuals
account for 19% of all passengers
• Even though 90% are happy,
60 % of our largest segment
12+
believe we could do better! PASSENGERS

4-12
• 40% of all our
passengers do not 2-4

spend anything at
INDIVIDUALS Less than 2
all at the airport…! 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

Insight & Results &

Challenge Development
analysis learnings

SØREN PEDERSEN
Business Development
Director & Partner

Wilke
Research Agency
"Who should ultimately
design the product?
The customer, of course"

Philip Kotler
 Attention (10%) Experiences (45%)

‘I want to experience
‘I want someone things
to really “hold my and enjoy good
hand” all the way to service the whole way
the gate.’ through the
travel chain.’

‘I want a short ‘I want a range of

and automated services that I can
travel chain.’ make use of in the
travel chain.’

Efficiency (25%) Selection (20%)

Customer & Corporate Driven Innovation

• Ideation across segments

Rating Score Model
The journey from
all the great ideas
to the few right ideas
Concept Architect™

POTENTIAL
THE COMPANY’S INTERESTS CONCEPTS THE CUSTOMERS’ INTEREST

Maximize market share, Value proposition Concepts and products that

revenue and profits and solution meet their needs at the right
optimization price
Concept Architect™
• Ideas and program content
1. WiFi
2. Fast Track
3. Lounge
4. Discounts on parking
5. Car wash
6. Bonuspoints in tax-free shops
7. Bonuspoints on food and beverage
8. Bonuspoints in specialty shops
9. Strategic partnerships: Discount and advantage
10. Special rates at Hilton worldwide
EFFECT ON
POTENTIAL INTEREST

TO BE INCLUDED IN
PRIMARY DRIVER DRIVER BENEFIT APPS
THE FUTURE?

Bonus points in Access to CPH Bonus points on

Free WiFi
Tax Free shops Lounge F&B

Partnership
Bonus points on Bonus points in
discounts and
Parking outlets
offers

Fast Track
Development

Insight & Results &

Challenge Development
analysis learnings

JONAS SYLVEST
Dialogue Director
& Partner

Hjaltelin Stahl
Cross Media Agency
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 Insightful,

and welcoming and
reactive janitor proactiv host
Logic & Magic
Empathy & status IMMATERIAL
Inspiration MOTIVATION

+
Trust Emotional Differentiator

MATERIAL
Benefits & discounts MOTIVATION
Rewards & competitions
Basic Qualifier
 A big challenge

Connecting the strands…

Channels
Explicit data
CRM

Behavioural data
DATA ”WHY”
ERP
From BIG to
Transactional data RIGHT data
Analytics

Commerce platforms
Media
360° Sync
 Dating Game
REACH

ENGAGE

ACTIVATE

NURTURE
Results & Learnings

Insight & Results &

Challenge Development
analysis learnings

KAREN BENDER
E-commerce &
Marketing Director

Copenhagen Airports
Does it work?
CPH Advantage direct effect on tax-free sales
Meeting the targets

 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
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
Learnings

• The right killer app is priceless

• It takes time to obtain true loyalty
• Third party partners’ engagement and commitment is key
• Avoid becoming a ”parking and tax free club”

Do not get tempted – Stick to relevance

 Advantage 2.0

What are the next steps?

• What is the Killer app beyond 2013?

• More IN airport focus
• Further development of VIP impression
and passenger recognition
Thank you for your attention
Good luck on your own journey…