How airports use passenger counting traffic to maximize profits

- Dec 23, 2019-

The airport as a transportation hub is a amazing data center, with more data foundations and interaction scenarios than conventional commercial places such as shopping malls. The airport not only has huge visitor traffic, with video people counter system, they can easily get the accurate passenger traffic distribution by time and zone, and but also can accurately identify and even predict customer portraits through flight data. The necessary and boring queuing time provides the best scenario for both parties to exchange information.

After the implementation of the Frankfurt Airport passenger digital project, the passenger sales of the airport retail business increased by 300%, and cross-selling and up-selling increased by 35%. Frankfurt Airport's digital transformation results are built on three display terminals: APP, web, and airport large screen. By providing real-time flight updates, departure gate queuing conditions, airport indoor navigation, and service response, consumers' attention is locked on the airport's official APP, and then passengers are converted into airport business through preferential information and convenient location navigation consumer.

51% of passengers purchase decisions take place outside the airport, and half of them have made clear their shopping plans before departure. Chinese tourists are the most planned shopper among airport shopper in the world. 83% of tourists enter the airport commercial area with a clear shopping plan, which is much higher than that in Europe and America. This makes it important to get involved in the consumer's decision-making process digitally in advance. In the early days of China's entry into the era of civil aviation travel, passengers unfamiliar with airports have greater travel pressure. To avoid getting lost in the chaotic airport, we will pay more attention to the airport information. This also means that airport business operators have more opportunities to make product leads reach target passengers in advance. The friendly official website interface and keen related recommendations are likely to surprise the airport sales.

Continuous consumption attributes are obvious, and airport commercial integrated marketing is of great significance.

The proportion of consumers' continuous consumption at the airport is significantly higher than other commercial districts in the city, and the probability of two consecutive consumptions is more than 12%. This means that travellers are likely to enter another store to continue spending after completing the purchase in one store. The linkage preferential policies between merchants will effectively drive the overall sales of the airport, which also highlights the importance of integrated marketing by airport commercial operation agencies.

Front-end and generalization of sales scenarios

Frankfurt Airport's online mall allows consumers to place orders with the underground at any time within 90 days before departure, and go to the corresponding store to pay directly for pick-up and delivery without waiting. Rich and front-end product display, related recommendations, and preferential information provide more opportunities for sales to be achieved. Avoid the rush of boarding time of passengers, insufficient shopping time, affecting airport sales. It also reduces congestion when picking and paying at the airport. In addition, consumers who shop at the airport and those who place orders online can choose the airport's delivery service and send the goods directly to their homes or hotels. The opening of ticketless consumer channels has further generalized the concept of airport retailing and included more urban residents as consumers.