The Business
Operated by Brisbane Airport Corporation, Brisbane Airport is the third largest airport in Australia. It operates domestic and international terminals and manages several commercial operations, including retail, parking, e-commerce, retail leasing, and property development. With a vast customer base and diverse business units, the airport relies heavily on data to optimize operations and deliver a seamless experience to travelers
The Challenge
Brisbane Airport faced significant challenges in leveraging its vast data resources to improve customer engagement and retention. The main issues included siloed data sources, making it difficult to get a unified view of customers. They also struggled with the inability to identify and act on opportunities swiftly. Brisbane also recognized a growing need for personalized experiences as travelers became more digitally savvy. The mounting pressure to increase customer retention caused Brisbane Airport Corporation to seek out a solution that would help it capitalize on its vast, underutilized data.
“Commerce is happening everywhere all the time. And the customer journey is no longer linear, but it's more like a big assortment of matrix touchpoints. And I think that everyone can relate to this, being consumers themselves. So the goal ultimately is to be connecting these commerce channels across the full spectrum, or from web to SMS to email to social. This is going to help you create those really exceptional and engaging experiences.”
The Solution
To address these challenges, Brisbane Airport Corporation partnered with SAP Emarsys to integrate its data sources and create a unified view of its customers. This enabled the airport to create more tailored omnichannel, personalized, and timely communications.
Data Gathering and Analysis for Enhanced Visitor Engagement
Brisbane Airport Corporation utilized SAP Emarsys to unify and analyze data from parking bookings and e-commerce transactions. By identifying patterns such as booking behavior and travel frequency, they were able to tailor communications to specific customer segments. This increased online bookings and enhanced the overall visitor experience.
Brisbane Airport Corporation’s partnership with SAP Emarsys began with the goal of enhancing their visitor engagement through more personalized communication. To achieve this, they focused on the vast amount of data generated from parking bookings. Each time a customer booked parking through Brisbane Airport’s online system, valuable data points were collected, including the timing of the booking, the duration of the stay, and the frequency of use. SAP Emarsys enabled the airport to aggregate this data across thousands of transactions, allowing them to identify patterns and behaviors within different customer segments.
The analysis started by categorizing customers based on their booking behavior. For instance, frequent travelers who booked long-term parking regularly were identified as one segment, while another segment consisted of customers who typically booked short-term parking for weekend getaways. The team then examined factors such as the lead time between booking and travel, preferred parking locations, and the correlation between parking bookings and flight schedules. By integrating this data with broader customer profiles—such as demographics and travel history—Brisbane Airport was able to build a comprehensive understanding of each segment’s preferences and needs.
Leveraging Relational Data for Customer Insights
Brisbane Airport Corporation recognized the diverse nature of its customer base, which included business travelers, leisure travelers, and FIFO (fly-in, fly-out) workers. To effectively engage with each of these groups, the airport needed a deeper understanding of their unique behaviors and preferences. This is where the power of relational data within SAP Emarsys came into play. By connecting and analyzing various data points, the airport could gain insights into the different types of travelers passing through its terminals.
The first step involved aggregating data from multiple sources, such as parking booking history, traveler behavior, and transaction records. SAP Emarsys allowed Brisbane Airport to link this information, revealing patterns that distinguished between the different customer types. For instance, business travelers often had shorter stays and frequently used premium services like express parking. In contrast, leisure travelers tended to book flights well in advance, often for weekend getaways or holiday periods, and were more likely to take advantage of promotional offers. FIFO workers, who typically traveled to remote work sites on a regular schedule, displayed a unique set of behaviors, including consistent booking patterns tied to their work rotations.
With these insights, Brisbane Airport created detailed customer personas representing each group. These personas were not just based on demographics but were enriched with behavioral data, making them highly accurate and actionable. For example, the business traveler persona might include preferences for early morning flights, and a tendency to book parking at the last minute. The leisure traveler persona could highlight a preference for family-friendly services and interest in seasonal offers. The FIFO persona would focus on the predictability of travel dates and the importance of convenience and reliability.
Using these personas, Brisbane Airport was able to craft targeted marketing messages that resonated with each customer segment. Business travelers received communications emphasizing convenience and time-saving options, while leisure travelers were targeted with family-oriented promotions. FIFO workers were offered personalized reminders aligned with their travel schedules and discounts on long-term parking. By delivering the right message to the right customer at the right time, Brisbane Airport not only boosted engagement but also fostered greater customer loyalty, as travelers felt that the airport truly understood and catered to their specific needs.
Cross-Selling and Upselling Through Strategic Campaigns
Brisbane Airport Corporation recognized the potential to increase revenue by strategically linking its parking services with other offerings, such as duty-free shopping. The airport understood that many travelers, especially those with a bit of extra time before their flights, could be incentivized to spend more if presented with the right opportunities. Leveraging SAP Emarsys, Brisbane Airport was able to design and implement cross-selling and upselling campaigns that effectively capitalized on these opportunities.
The first step in this strategy was to identify key moments in the customer journey where cross-selling and upselling would be most effective. Using data from parking bookings and customer purchase histories, the airport could pinpoint when customers were most likely to be receptive to additional offers. For example, a traveler who had just booked parking for an international flight might be interested in purchasing duty-free items before their departure. Similarly, customers who booked international premium parking services might be open to offers on luxury goods available in the airport’s duty-free shops.
With these insights, Brisbane Airport crafted personalized campaigns that connected parking services with duty-free shopping experiences. These campaigns were designed to be both timely and relevant. For instance, customers who booked parking were sent follow-up emails highlighting special offers in the duty-free stores, such as discounts on popular items or exclusive deals only available to those who had reserved parking. These messages were often sent a few days before departure or upon arrival at the airport, ensuring that the offers were fresh in the customers’ minds when they arrived at the terminal.
The airport also used strategic reminders to reinforce these cross-selling opportunities. For example, a customer who had reserved parking might receive a notification upon entering the airport, reminding them to visit the duty-free shops and take advantage of a special promotion. Additionally, Brisbane Airport employed upselling techniques by offering parking customers the chance to book parking at a discounted rate, bundled with duty-free vouchers or other perks.
By seamlessly integrating these cross-selling and upselling campaigns into the customer journey, Brisbane Airport was able to increase revenue from its ancillary services while improving traveler satisfaction.
Real-Time Engagement Using Web Channel and SMS
Brisbane Airport sought to elevate the customer experience by ensuring travelers received timely and relevant information throughout their journey. Understanding that the modern traveler is constantly connected, the airport leveraged Web Channel and SMS as key tools for real-time engagement. This approach allowed Brisbane Airport to deliver crucial updates, offer last-minute deals, and improve overall satisfaction by providing convenient services when travelers needed them most.
Travelers appreciated the timely and relevant information, which not only made their journey more enjoyable but also introduced them to services and offers they might not have discovered otherwise. This approach not only enhanced customer satisfaction but also contributed to increased spending on ancillary services, reinforcing the airport’s position as a customer-centric and innovative travel hub.
"Brisbane Airport Corporation have worked with the SAP Emarsys team for over 3 years, starting initially with email campaigns only and growing to cover all aspects of our omni-channel strategy. […]
The team have taken the time to thoroughly understand our business and build strong relationships with key stakeholders. The team are a delight to work with and we are very excited with the achievements to date and what’s ahead in the pipeline."
The Impact
The comprehensive and strategic marketing efforts implemented by Brisbane Airport, as detailed in the above tactics, had a profound impact on the airport’s marketing outcomes, significantly enhancing customer engagement, loyalty, and revenue generation.
Brisbane Airport’s approach to personalized marketing, particularly through the use of SAP Emarsys to analyze data from parking bookings and e-commerce transactions, revolutionized the way they interacted with customers. By identifying key patterns in booking behavior and travel frequency, the airport was able to segment its audience with greater precision, allowing for highly targeted communication strategies.
The utilization of relational data to distinguish between different customer types—business travelers, leisure travelers, and FIFO (fly-in, fly-out) workers—was another critical factor in Brisbane Airport’s marketing success. By creating accurate customer personas based on travel behavior and preferences, the airport was able to deliver highly relevant marketing messages that resonated with each segment.
Brisbane Airport’s cross-selling and upselling campaigns further amplified its marketing outcomes by strategically linking related services, such as parking and duty-free shopping. These campaigns were meticulously timed and executed, with offers and reminders sent at key moments in the customer journey. By encouraging customers to take advantage of multiple services, the airport not only increased its revenue from ancillary services but also enhanced the overall customer experience.
Overall, the impact of these marketing efforts on Brisbane Airport’s outcomes was substantial. The airport saw significant improvements in customer engagement, as travelers responded positively to the personalized, timely, and relevant communications. The strategic use of data to tailor marketing messages and offers resulted in higher conversion rates and increased revenue from both core and ancillary services. Moreover, by enhancing the overall customer experience, Brisbane Airport solidified its position as a leading, customer-centric airport that understands and meets the needs of its diverse traveler base.
These outcomes highlight the power of a well-executed, data-driven marketing strategy in driving business success. By leveraging advanced analytics, personalized communication, and real-time engagement, Brisbane Airport not only met but exceeded its marketing objectives, setting a benchmark for other airports and travel hubs worldwide.
“The [SAP Emarsys] team have taken the time to thoroughly understand our business and build strong relationships with key stakeholders. The team are a delight to work with and we are very excited with the achievements to date and what’s ahead in the pipeline.”