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Heathrow’s Digital Transformation
How It Took Flight
Explore how Acxiom’s Salesforce services revolutionised on-site store offers and real-time information at the UK’s largest airport!
Challenge
One of the world’s busiest airports had a goal: to create a more seamless customer experience and boost revenue from the millions of yearly passengers. Heathrow set out to align travel and shopping seamlessly, providing a unified view of each flier for consistent, personalised marketing.
Solution
Collaborating with Acxiom, Heathrow adopted a platform-centric strategy, implementing Salesforce Data Cloud to create a privacy-complaint customer data foundation accessible to all airport units. Utilising advanced identity resolution and location tech, they recognised anonymous travellers. The partnership drove data-driven marketing and decisions, automating CRM, digital, and paid media channels. Embracing Customer Data Platform (CDP) tech, Heathrow secured their future by managing first-party cookies, enhancing identity matching, and prioritising real-time, personalised services. This showcases how airports can adapt to changing customer expectations, redefining passenger-centricity.
Results
- Establishment of a privacy-compliant customer data foundation accessible to all airport business units.
- Recognition of even anonymous travellers through advanced identity resolution and location technologies.
- Transformation of marketing strategies for more effective passenger engagement.
- Data-driven decision making and automation across CRM, digital, and paid media channels.
- Successful embrace of Customer Data Platform (CDP) technology for future-proofing.
- Efficient management of first-party cookie data and enhanced identity matching.
- Prioritisation of real-time, personalised services for passengers.
- Redefining passenger-centricity by adapting to changing customer expectations.
- Setting a new industry standard for data-driven airport operations and passenger experiences.