From Janitor to HostCopenhagen Airport, Denmark

Jonas Sylvest

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

Next 20 minutes 20

Insight & Analysis

ChallengeInsight & research

DevelopmentResults & learnings

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, thatcreates 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

• Even though 90% are happy, 60 % of our largest segment believe we could do better!

• 40% of all ourpassengers do not spend anything at all at the airport…!

12+

4-12

2-4

Less than 2 times per year

INDIVIDUALS

PASSENGERS

2% of the individuals

account for 19% of all passengers

How to turn frequent flyersinto frequent buyers

With our customer engagement program we wouldbe 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

ChallengeInsight & analysis

DevelopmentResults & learnings

Insight & Analysis

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

Philip Kotler

Customer & Corporate Driven Innovation

• Ideation across segments

Rating Score Model

The journey from all the great ideas

to the few right ideas

Concept Architect™

THE COMPANY’S INTERESTS

Maximize market share,revenue and profits

THE CUSTOMERS’ INTEREST

Concepts and products thatmeet their needs at the right

price

POTENTIAL CONCEPTS

Value proposition and solution optimization

Concept Architect™

• Ideas and program content1. WiFi2. Fast Track3. Lounge4. Discounts on parking5. Car wash6. Bonuspoints in tax-free shops7. Bonuspoints on food and beverage8. Bonuspoints in specialty shops9. Strategic partnerships: Discount and advantage10. Special rates at Hilton worldwide

EFFECT ONPOTENTIAL INTEREST

Free WiFiBonus points in Tax Free shops

Access to CPH Lounge

Partnershipdiscounts and

offers

TO BE INCLUDED IN THE FUTURE?

DRIVERPRIMARY DRIVER

Bonus points in outlets

Bonus points on F&B

BENEFIT APPS

Fast Track

Bonus points on Parking

ChallengeInsight & analysis

DevelopmentResults & learnings

Development

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, politeand

reactive janitor

Insightful, welcoming and proactiv host

Logic & Magic

MATERIALMOTIVATION

Basic Qualifier

Benefits & discountsRewards & competitions

IMMATERIALMOTIVATION

Emotional Differentiator

Empathy & statusInspiration

Trust

+

A big challenge

Connecting the strands…

Channels

Explicit data

Media

Behavioural data

Transactional data

Commerce platforms

DATA ”WHY”From BIG toRIGHT data

CRM

Analytics

ERP

360° Sync

Dating Game

REACH

ENGAGE

ACTIVATE

NURTURE

ChallengeInsight & analysis

DevelopmentResults & learnings

Results & Learnings

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

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

Thank you for your attention

Good luck on your own journey…

JONAS SYLVESTDIALOGUE DIRECTOR | PARTNER

VESTERGADE 10B, 3.DK-1456 KØBENHAVN KHJALTELINSTAHL.COM

T: +45 60 40 0032JS@HJALTELINSTAHL.COMHJALTELINSTAHL.COM