According to Jeffrey Loke, senior vice president of pricing and commercial strategy for Changi Airport Group, the South East Asian air travel hub handled 62.2 million passengers in 2017. But their marketing team knew very little about most travellers and there was an opportunity to use customer data more effectively to drive business to the airport’s many stores and toward the airport’s loyalty scheme.
A splash page on the airport’s WiFi which highlighted deals and rewards was a small change with a big impact: 25,000 travellers log into Changi Airport’s WiFi everyday. (For more on how Changi Airport upgraded its digital customer experience, read WARC’s in-depth report: Loyalty through coffee: Singapore’s Changi Airport drives digital engagement)
“The first thing (passengers) do is to log on to WiFi. For those who are good at multitasking, they log on to WiFi while they are in the toilet. That’s what WiFi means to many passengers: oxygen,” said Loke, at the Adobe Symposium in Singapore recently.
The airport had to devise the right hook to grab the attention of passengers in just four to five seconds: “We looked at about 90 different hooks in various forms and various shapes. We had things ranging from free gifts, free coffee and tea, five-dollar vouchers, shopping promotions, spin-and-win games, and Instagram contests.”
To access the offer, travelers must join the loyalty scheme. Every three days, a mix of varied content and offers would run on the WiFi splash page. The results are then measured – including the number of user engagements, campaign take-up rates and loyalty membership signups – and scrutinised to fine-tune the next batch of content releases such as the copy, call-to-action and optimisation of the screen and layout.
“We test this out: we measure each page, some of the key metrics, like the number of viewer engagements, how many people actually scrolled, campaign pickup rate, how many people clicked through, and of course eventually how many of them signed up for the loyalty programme or put their name on our email subscriber list,” Loke said.
With this exercise in improving the digital experience for passengers at Changi Airport, taking a “fast experimenting” approach has helped the team see just how necessary it is.
“That’s one of the key learnings that we have: when you have a digital business, you cannot afford to have every month to change this page. You have to do it in days, or maybe in weeks. What doesn’t work, you throw it out; what works, you can still try to improve on it.”
Sourced from WARC