Auckland Airport handles over 14 million passengers every year and is served by 22 international airlines. It is Australasia’s second busiest airport, after Sydney.
Auckland Airport has been voted best airport Australia/Pacific for the last five years running and has been in the top 10 in the world three times in the last four years.
The Airport is a major driver of the NZ economy, generating billions of dollars annually, creating jobs and contributing to trade and tourism.
As retail revenue is significantly important to the Airport business, it made a decision to get more involved in driving the success of its retailers, by significantly improving the access travellers and shoppers have to information on what’s available for purchase at the terminals.
The first stage was a re-creation of the retail website. The business also wanted to be able to deliver personalised messages to customers in response to their online behaviour, in order to grow engagement. The new site needed to prove the value of digital to retailers by delivering higher volumes of sales leads.
The four objectives have been addressed: grow the number of interested shoppers, grow the desire and propensity to purchase, grow actual sales and ongoing improvement.
The digital solution provided by Bullseye covered Content Management, Marketing Automation, Personalisation and Email Marketing.
Initial results are extremely promising: 84% increase in website content consumption, 400% increase in traffic in, and in the first four months over 24,500 visitors clicked on a link to a retailer.
Prior to the website refresh the retail section of the website acted largely as a static store directory. In the new customer experience design, this is now a dynamic site that showcases duty and tax-free shopping, improving the visibility of all duty free items including alcohol, cosmetics, cigarettes as well as jewellery, accessories, clothing, art and tourism. The new design showcases brands and products and ensures a premium look and feel.
To gain traction, Bullseye delivered a multi-channel advertising strategy, including online display advertising on major media channels to deliver more targeted messages.
Auckland Airport are about to launch a geo-targeted campaign, and a mobile website solution following that.
The results of the focus on digital means that Auckland Airport is now able to showcase their retail offer in an engaging and enticing way – that is also measurable, with metadata tagging, marketing automation and interactive content.