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CASE STUDYA DECADE OF DATA DRIVEN SUCCESS ANDDIGITAL TRANSFORMATIONFOR HEATHROWTHE CHALLENGEOUR RESPONSETHE IMPACTWith a continued aim to improve customersatisfaction, rewards membership and revenuegrowth for Heathrow and its retailers, Heathrowneeded to implement a digital transformationstrategy which put both data and technology atthe centre of their business to build deeperrelationships with their existing passengers, aswell as grow their base through new passengerengagements.Heathrow partners with Acxiom for its CustomerData Platform, CRM strategy, campaignexecution and decisioning intelligence engine,providing Heathrow with both predictive andprescriptive modelling services into all channels(offline and online). More recently, Heathrowrecognised the need to advance their digitaltransformation initiative; and worked closely withAcxiom to combine both their CRM and mediaactivity to deliver a seamless, more enhancedpassenger experience.With a highly personalised approach, Heathrowsaw significant gains year on year from CRMrelated activity, including:22% increase in Rewards retail spending19% growth in total membership20% growth in active membership23% increase in spending per visit34% increase in reactivated members
INTRODUCTION:A DECADE-LONG PARTNERSHIPEvery year, over 75 million passengers travelthrough Heathrow on their way to and from185 cities. The airport – Europe’s busiest –also runs Heathrow Express trains to Londonand features over 100 retail and restaurantbrands across their terminals. Working to“making every journey better” - the airportprioritises a customer centric initiative thatgoes well beyond actual flights to includetravel to and from the airport, foot trafficinside terminals, the airport’s facilities such asfree Wi-Fi, and the online experience.Now, Heathrow is also working with Acxiomfor CRM Strategy, campaign planning andexecution services, post-campaign analytics,and business and marketing intelligence. Thisenables Heathrow to leverage its customerdata by reacting to customer events in realtime and then personalise one-to-onecommunications for passengers.Heathrow has partnered with Acxiom formore than a decade for strategic direction,customer insights and decisioning, as well asbuilding and hosting the organisation’smarketing database, which contains over 25million records and growing.Acxiom taps into the marketingdatabase to create audienceinsights from the wide rangingdata assets available to Heathrow
THE AIMSOLUTIONWith a continued aim to improve customersatisfaction, rewards membership andrevenue growth for Heathrow and its retailers,Heathrow needed to implement a digitaltransformation strategy which put both dataand technology at the centre of theirbusiness to build deeper relationships withtheir existing passengers, as well as growtheir base through new passengerengagements.Acxiom enables Heathrow to gain greaterintelligence from their customer base througha range of decisioning techniques andplatforms.Acxiom views data holistically, combiningfirst, second and third party data to helpbrands better understand theircustomer.combining a wide range of datasets to help build a unique and in-depthprofile. Furthermore, Acxiom were able toenrich Heathrow’s customer data withadditional dimensions from partners andproprietary, offline and online, data all ofwhich enhance Heathrow’s understanding oftheir customers of today - and tomorrow.From there, Acxiom has the ability to deliver ahyper-personalised and automated suite ofcommunications, across multiple channels,with the objective of growing the value ofeach customer acquiring new Rewardsmembers and providing valuable informationto each passenger to ensure a smoothjourney through the airport and back.
RESULTS: CONTINUEDCUSTOMER SUCCESSWith a highly personalised approach,Heathrow saw significant gains year on yearfrom CRM related activity, including:22% increase in Rewards retail spendingHeathrow gives travellers tools and promptsto help them plan ahead for things such asparking, terminal navigation, dining andshopping. A family planning a holiday mightreceive several touches tailored to theirspecific journey, for example:19% growth in total membership20% growth in active membership23% increase in spending per visit34% increase in reactivated membersWith each interaction and transaction, theairport gathers more about customers,enabling ever more personalisedcommunications.Heathrow continues to work with Acxiom onfuture developments Reminders to complete a parkingreservation or join the rewards programSpecial offers for shops and restaurantsin the departing terminal License platerecognition in the car parks,automatically prompting the barrier toopen, simultaneously triggering acommunication to welcome a passengerto the airportWe aim to offer our customers arich and varied experience, tailoredto their specific needs. Byconnecting our data with retailers,airlines, and other partners’ assets,we are able to recognise, betterunderstand and creatively engagethe growing number of customerswho visit Heathrow each year.SIMON CHATFIELDHEAD OF EBUSINESS AND CRM, HEATHROW
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marketing database, which contains over 25 million records and growing. Now, Heathrow is also working with Acxiom for CRM Strategy, campaign planning and execution services, post-campaign analytics, and business and marketing intelligence. This enables Heathrow to leverage
