1. From Janitor to Host
Copenhagen Airport, Denmark
Karen Bender
Søren Pedersen
Jonas Sylvest

2. Next 60 minutes
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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

3. Challenge
Insight &
research
Development
KAREN BENDER
E-commerce &
Marketing Director
SØREN PEDERSEN
Business Development
Director & Partner
JONAS SYLVEST
Dialogue Director
& Partner
Best Airport
Northern Europe
Research Agency
Cross Media Agency
Results &
learnings

4. 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.

5. 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

6. The CPH Travel Value Chain
• Ownership of the communication throughout the customer journey
• Upstream commercialization of the travel value chain

7. 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

8. 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

9. 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

10. Insight & Analysis
Challenge
Insight &
analysis
SØREN PEDERSEN
Business Development
Director & Partner
Wilke
Research Agency
Development
Results &
learnings

11. "Who should ultimately
design the product?
The customer, of course"
Philip Kotler

12. Attention (10%)
Experiences (45%)
‘I want to experience
things
and enjoy good
service the whole way
through the
travel chain.’
‘I want someone
to really “hold my
hand” all the way to
the gate.’
‘I want a short
and automated
travel chain.’
‘I want a range of
services that I can
make use of in the
travel chain.’
Efficiency (25%)
Selection (20%)

13. Customer & Corporate Driven Innovation
• Ideation across segments

14. Rating Score Model
The journey from
all the great ideas
to the few right ideas

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

18. Development
Challenge
Insight &
analysis
Development
JONAS SYLVEST
Dialogue Director
& Partner
Hjaltelin Stahl
Cross Media Agency
Results &
learnings

19. If you want more
FREE WIFI
ONLINE BONUS
EXCLUSIVE PARKING
CPH LOUNGE
NEWS AND OFFERS

20. Brand Journey: the motion
Brand Position:
”The world’s most attentive airport”
Efficient, polite
and
reactive janitor
Insightful,
welcoming and
proactiv host

21. Logic & Magic
Empathy & status
Inspiration
Trust
+
Benefits & discounts
Rewards & competitions
IMMATERIAL
MOTIVATION
Emotional Differentiator
MATERIAL
MOTIVATION
Basic Qualifier

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

23. 360° Sync

24. Dating Game
REACH
ENGAGE
ACTIVATE
NURTURE

25. Results & Learnings
Challenge
Insight &
analysis
Development
Results &
learnings
KAREN BENDER
E-commerce &
Marketing Director
Copenhagen Airports

26. Does it work?
CPH Advantage direct effect on tax-free sales

27. Meeting the targets
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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

28. 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

29. Learnings
•
•
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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

30. 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

31. Thank you for your attention
Good luck on your own journey…