New research from ICLP shows airports failing to turn passengers into customers

By Charlotte Turner |

A new study conducted by global loyalty marketing and CRM specialist ICLP found that 43% of airport passengers said they are open to the prospect of shopping at the airport, but less than half (21%) usually find something to buy.


ICLP says it believes that airports are letting large number of passengers ‘slip through net’ and that airports could be doing so much more when it comes to understanding passengers, their attitudes to spending, and transforming them into customers of the airport, not just the airline.


In reviewing attitudes to spending on food and beverage, almost one in two passengers (49%) were interested in shopping but only one in three (30%) usually made a purchase.


However the research also showed that food and beverage presented a greater opportunity than other retail propositions to capture the impulsive shoppers who do not plan to purchase but often do. One in four passengers bought food and drink when they hadn’t intended to, whereas only one in ten are tempted to impulse purchases at general retail outlets.


Commenting on the findings, Mignon Buckingham, Managing Director of ICLP [pictured left] said: “This survey highlights the commercial opportunity for airports to influence and increase passenger spend. Our experience in loyalty marketing has demonstrated that if airports are able to identify individual passengers and develop a much greater understanding of their needs and attitudes, average revenue per passenger can be significantly improved.


“Focusing marketing efforts on those passengers who do spend to increase the value and/or quantity of their transactions can be a winning strategy.  Alternatively targeting those who do not spend with a tailored message and relevant offer can help turn them from passengers into customers.  Collecting and deriving actionable insight from data on individual passengers is the key to success in driving greater revenues from passengers.”

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