Guest Contributor: Robert Cook, Principal and Managing Director, Blackstone Gates
As airports struggle to provide competitive services for airlines, they must focus their strategies to increase non-aeronautical revenues. This means increasing their retail revenues in order to pay for their airport expansions. Unfortunately, their efforts are hampered by a lack of customer relationships. What should airports do to create strategic advantage, enhancing their customer’s experience, thereby increasing their airport retail spend. This is the fifth of a series of six articles which outlines how airports can begin to increase airport retail spend by embracing a “Customer Engagement Model.”
Step 5: Offer Fulfillment & Redemption
The airport is required to operate in real-time, matching customer (traveler or passenger) needs. Airport ‘value offers’, are communicated via 2-way dialogue in airport terminals, via customer-defined touchpoints.