The concession experience can be optimized through wireless network analytics. Airport analytics can not only reveal if a customer is walking through the door, but also how much time they spend there versus other concessions and gates in the terminal. Over time, analytics analysis can reveal foot traffic in a given area, such as the food court, or a specific store, and the conversion of these travelers into in-store browsers and potential buyers.
The data delivered by these aggregated analytics can inform actions as far-reaching as terminal concession reconfiguration and rent adjustments, or as granular as moving sign-age to catch consumer attention and improve traffic flow. This intelligence also can be applied to areas as diverse as restrooms and charging stations. Imagine how customer satisfaction and ASQ scores could increase if an airport’s bathrooms were always clean and fully stocked, and the newsstand never had a line.
In addition to removing the barriers to concession revenue created by long lines or other inefficiencies, existing airport wireless networks can deliver services that ultimately drive revenue to the bottom line.
Consumers have come to expect way-finding services everywhere from their local mall to their favorite amusement parks. FlightView‘s Traveler’s Survey found that more than 70 percent of leisure travelers want gate-to-gate walking instructions and concession information to make their journey more pleasant and productive. But finding this information from a reliable source can present a challenge to travelers, with dozens of competing travel and concession apps to choose from. The consumer demand and app onslaught provides airports with an opportunity to simplify and own the traveler experience by offering way-finding services and maps via the airport’s public portal—the airport WiFi network landing page. The airport’s wireless network analytics can provide real-time updates, making it as easy as possible for a traveler to find the services they want.
Airports can also leverage networks to deliver new revenue opportunities through location-based advertising. Travelers who wish to access wireless networks can be asked to first engage with an advertiser for 15 to 30 seconds, by watching a video, visiting a Web page or completing a survey. This cost-per-engagement advertising provides guaranteed engagement to advertisers and revenue to airports, underwriting the costs of the connectivity consumers expect and the analytics that keep the airport competitive.
Keeping Privacy Paramount
The big opportunities in airport analytics may also spur big concerns about privacy. Most wireless-enabled airport analytics are gathered through passive beaconing of a WiFi or Bluetooth-enabled device. The beaconing reveals a traveler’s location, and the amount of time they spend in various spots throughout the airport. Meaningful traffic trends that provide actionable information are only found on this aggregated and anonymous level.
Travelers can also play an important role in determining the amount of information they share with an airport. Passengers who wish to receive push notifications or special offers from an airport by definition must provide their mobile number or email address to receive the offers, and must agree to an individual location’s terms and conditions. If a traveler wishes not to share their personal information, they can simply opt-out of an airport’s customer outreach programs.
Airport analytics can maximize existing infrastructure to deliver advanced customer relationship management programs and airport operational improvements that generate additional revenue through better service, all while maintaining individual privacy. Large and small airports alike should be able to see and appreciate the benefits available from existing investments.
About the Author
Zachary Sterngold is the Vice President, Airport Business Development, at Boingo Wireless. With more than 10 years of experience helping state and local governments procure wireless communication technology, Sterngold understands the challenges airports face balancing their business requirements with passenger needs.
He has first-hand experience with resource constraints in the public sector and believes the most effective way to serve passengers is through public-private sector collaboration. In addition, as a supplier that currently serves more than 60 airports worldwide, Zack can provide unique insight into the trends and expectations of today's "always-connected consumer."
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