The largest airport operator in the UK, BAA currently manages seven of the UK’s airports, servicing nearly 150 million passengers each year. The challenge facing the company was to personalise communications with regular travellers in order to uplift retail spend and increase footfall within the 700 plus on-airport retail outlets.
Attracting diverse customers attracting a fluid, diverse and high volume customer base, BAA faced a stiff challenge communicating WorldPoints, a loyalty programme run across all BAA airports, to their customers at an individual level. Points are collected on purchases which can then be exchanged for a range of rewards including airport shopping vouchers or frequent flyer miles.
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