AIRPORT USE CASES REVENUE AND LOYALTY IMPROVEMENT
PROXIMITY MARKETING • RETAIL UNIT REVENUES FROM QUEUING TO DWELLING • PASSENGER EXPERIENCE
WITH MYVIA® NOV 2017
Proximity marketing like expected Shopping is a major source of revenue for airports, but attracting people to the stores can be tough. The recent study by m1nd-set provides a deeper understanding of travelling consumer preferences including the behaviours of one of the most sought-after shopper, the Chinese. “We see that it will be increasingly vital for retailers to provide a different shopping experience to woo the Chinese travellers. This will mean brands and retailers will need to work closer than ever together on providing location-specific travel retail exclusives and an improved, more unique shopping experience in order to retain the Chinese travellers spend in the duty free shops outside China.” tells Peter Mohn, owner & CEO, m1nd-set, in an interview of ACI EUROPE Airport Business in January 2017. MYVIA offers airports a platform that directpeople to stores with the help of proximity
marketing, increasing the value of commercial premises and the revenue of the stores. “You can run both in-house and third-party ads with better targeting and increase the turnover in all retail units,” Paul Broekhuizen, Vice President, Sales and Marketing of MYVIA at Confidex, promises. “We have so much data already, and MYVIA gives us more. We know where people are flying and coming from. We know that the Chinese are more likely to buy watches and Europeans electronics. We can customize the ads based on that data and target the ads at the right time and location. The ad options are extremely flexible. We can do different languages and ad formats. It’s important not to overload people with push messages, else they stop using the app,” Broekhuizen reminds us. “MYVIA is a tool that finally gives the airport app so much added value that people will actually start using it - with their own language and preferences.”
Nov 2017 | confidex.com MYVIA by Confidex®
Support retail trends, like pop-up stores, temporarily Pop-up stores are becoming more popular at airports. They are a good way to fill void space in the terminal e.g beneath stairwells and in the centre of open lounge areas. They are also a great way to cheer up the airport atmosphere, give vendors an excellent opportunity to see how the airport would serve them as a marketplace, and they are a wonderful way to showcase new products. If there is large event in the city, a pop-up can also be used for a registration desk for participants. For anything small and temporary, pop-up is a great solution!
necessarily located next to the other shops. With MYVIA, people can see on the airport app what is currently going on at the airport. They can ask the app to show them a route to their gate passing as many restaurants and stores as possible. They can see on the map the interesting pop-up showcasing the latest Volvo SUV and go check it out. Once they arrive at the car, the app asks them if they would like to download its brochure. After all, it could be a nice read for the plane for someone interested in cars!
Updating the map is extremely simple for the airHowever, regular travelers in particular already port commercial team. Adding points of interest know their way through the airport. They no such as pop-up shops takes no more than five longer wonder and look for new, exciting things. minutes. And they often miss the pop-ups that aren’t
Nov 2017 | confidex.com MYVIA by ConfidexÂŽ
From queuing to dwelling One can not underestimate the relevance of managing dwelling times - reducing passenger queuing times thus increasing passenger dwell times means more shopping, eating and drinking and ultimately more revenue. The heat map feature of MYVIA enables an easy way to see queues. Wouldn’t it be great to see a red line between you and security when there is a queue or the heatmap view used for this purpose? For the airports it would be beneficial to show the queues before the passenger gets there as the information encourages the passengers through and into the retail areas.
Adoption of MYVIA will both reduce stress and improve on passenger dwell times, thereby giving the passenger more time to enjoy the airside offerings as well as taking much of the stress out of their psyche. This results in more spend on the airside commercial products. Who would not want so spend the time rather seeking offers than standing in a crowded queus? Management of dwelling time is in the best interest of all the counterparts - the airport, tenants and the customer. To get the most out of the journey.
Nov 2017 | confidex.com MYVIA by ConfidexÂŽ
Support fast and easy shopping or a bite How about new market opportunities, like ”Grab and go catering offers”? A person walks by a restaurant and has still two hours before their departure, meaning plenty of time for a snack. We know this because they have downloaded the airport app with flight information and other valuable data. A “Buy a meal and get a free drink” promotion pops on the person’s smartphone, triggering them to sit down to get some food. But when we try to attract more people to shop before the flight, some are reluctant to buy anything because they still have a few hours prior to the flight, and they don’t want to carry their purchases around. It is common for the airlines to offer taxfree pre-order to make shopping easier. What if the purchases at airport could be also delivered to a pick-up point close to
the gate where people could collect them just before boarding starts? With MYVIA, people can find the actual location of the pick-up point. The staff of the pick-up point can see the location of the customer and send them a reminder message: “Please remember to pick up your goods. By the way, this is the most convenient route to us.” For some people, being at the airport can be rather stressful. It’s their first time, or they don’t fly very often. It’s important to make the experience as smooth as possible for them, and also from the commercial point of view. The less stress people have, the more money they spend at the airport.
Nov 2017 | confidex.com MYVIA by Confidex®
MYVIA® BY CONFIDEX THE PLATFORM FOR AIRPORTS WITH A PASSION FOR TRAVEL EXPERIENCE
ENTERPRISE-GRADE PROOF OF CONCEPT IN TWO WEEKS
MYVIA is a leading platform that enhances the user experience and increases the operational efficiency of airports. As a travel data aggregator, we increase our customers’ insight with our in-depth understanding of travel metadata. Confidex Smart Mobility solutions are already trusted by 700 million passengers around the world. MYVIA tracks in real time what is happening at your airport: how many people are walking past the Starbucks per day, where is Mr. Johnson’s luggage and where is the closest wheelchair available? It eases the life of airport staff by providing them information about the real-time location of people and objects.
The installation of MYVIA always starts with the travel experience. The key objectives of airport operators and other stakeholders are carefully determined, and the functions are planned together with the management, commercial department and IT.
Simultaneously, it makes travelers’ airport experience straightforward and enjoyable. They find their way effortlessly from A to B. They know where the pop-up shops are located and where the nearest disabledfriendly restaurant is. They receive interesting offers that are customized for them. With MYVIA, you a can provide a better customer experience by giving you and your customers relevant, accurate information in real time. You can boost your concession revenues and loyalty by increasing the turnover in all the retail units.
“Once we understand the objectives and the desired functions of MYVIA, we create an installation plan for the beacons and prepare a very detailed, three-dimensional map of the airport. Then we install the beacons. They are usually on the wall or up in the ceiling with an average height of ten meters. As the beacons are battery powered, no power plugs are needed. Then the network comes into operation, and the beacons transmit unique codes, sending out their exact, three-dimensional location. After that, we test the network: we walk around the airport and make sure everything is functioning. Finally, we add functionalities to the system and integrate other existing systems such as an existing airport application. We design, produce, manufacture and deliver”, Paul Broekhuizen, Vice President Sales and Marketing of MYVIA at Confidex, explains.
Nov 2017 | confidex.com MYVIA by Confidex®
For most people, being at the airport can be rather stressful. In part we are conditioned by the media to think so and we are told about the daunting prospects of security. Baggage and check-in queues, then there is all of the stress around getting to the airport on time. What if there has been an accident?... what if there is a strike? .... what if there are delays to the trains or if my taxi doesn’t come? In truth, it is only after the security check point that the passenger relaxes and that is when the passenger appreciates their ’retail therapy’. MYVIA® by Confidex helps take the anxiety out of air travel and through the effective communication MYVIA gives to the passenger even well before the journey. The passenger becomes more relaxed and may be looking forward to the retail opportunities even before they arrive as they will have all the information they need before they get to the airport.
CONTACT US https://www.confidex.com/myvia
SAFETY AS PRIORITY MYVIA® by Confidex is the most secure locationing platform available: “We make our own, very secure beacons, with oneway communication. This means that the beacons transmit a Bluetooth signal to mobile phones and other devices, but the beacons cannot receive anything. Cheap beacons with two-way communication can be easily hijacked and used for instance for spamming. In that case you are not only annoying your customers but also putting them in danger.” MYVIA beacons are also the most durable: “We have done a lot of product development and optimized the working life of the beacons. The batteries last up to five years, which is twice as long as usual”, Paul Broekhuizen, Vice President Sales and Marketing of MYVIA at Confidex, explains.
MYVIA is a secure, easy-to-use platform that takes your operational efficiency to the next era.
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TAKE THE ANXIETY OUT OF TRAVEL