{"id":10429,"date":"2017-01-13T09:19:14","date_gmt":"2017-01-13T09:19:14","guid":{"rendered":"https:\/\/passkit.com\/blog\/?p=10429"},"modified":"2017-01-13T09:19:14","modified_gmt":"2017-01-13T09:19:14","slug":"how-to-implement-loyalty-programs-for-airports-heathrow-case-study","status":"publish","type":"post","link":"https:\/\/passkit.com\/blog\/how-to-implement-loyalty-programs-for-airports-heathrow-case-study\/","title":{"rendered":"How to implement Loyalty Programs for Airports – Heathrow Case Study"},"content":{"rendered":"

\"Heathrow
\nIn this blog post we’ll illustrate how London Heathrow Airport successfully deployed its loyalty program<\/a> through PassKit technology<\/a>.
\nThe digital loyalty program generated an average of\u00a01245 new signups per day<\/strong>.<\/p>\n

Objective and goals<\/h2>\n

By digitising the loyalty program, Heathrow Airport opened a new communication channel with the travellers by directly getting into their phones<\/em>. Push updates, offers and loyalty campaigns in collaboration with merchants became easier to implement and deploy.
\n\"Screen
\nHeathrow objectives included<\/strong>:<\/p>\n

    \n
  1. Creating and managing a loyalty program based on mobile wallet technology.<\/li>\n
  2. Convey the image of Heathrow as an early adopter of technology, as well as an innovative airport aiming to enhance the customer experience through the latest available technologies.<\/li>\n
  3. Fundamentally change the way customers (travellers) interact with content and advertising.<\/li>\n<\/ol>\n

    Implementation of the model<\/h2>\n

    Creation:<\/strong> First and foremost, Heathrow simply designed its own Loyalty Card through the PassKit online tools<\/a>.
    \nDistribution:<\/strong> Secondly, the digital cards had to be distributed to travellers. In order to do so, Heathrow linked the loyalty cards to the airport Wi-Fi system. This way, travellers who wanted to use the free Wi-Fi over a certain limit of time, also had to install the loyalty passes in their phones.
    \nNOTE: Please take a look at     How To Promote Mobile Wallet Content Online and Offline<\/a>.
    \n\"Screen
    \nManagement:\u00a0<\/strong>After redemption, pass automatically updates. Traveller is also informed about his or her redemption and pass changes into new offer (see also     Forever Coupons<\/a>).
    \nTrigger action:\u00a0<\/strong>Beacon technology\u00a0triggers lock screen messages to incentivise travellers to make a purchase or take a specific action. Participating merchants can validate coupons and offers through visual redemption or a scanning device.<\/p>\n

    A sexy customer journey<\/h2>\n

    The customer journey for Heathrow loyal travellers is very similar to the one shown in the picture below, and consists of the following phases:<\/p>\n

      \n
    1. Traveler logs-in with airport Wi-Fi (if loyalty card is already installed in the phone, it can be used without internet. However, in case of dynamic updates the phone needs to have internet connection. In absence of internet, changes will occur next time phone has connection).<\/li>\n
    2. After X amount of time, traveler receives and installs pass to extend Wi-Fi usage.<\/li>\n
    3. Traveller receives push notification with an offer through beacon technology.<\/li>\n
    4. Customer redeems the offer at the designated location.<\/li>\n<\/ol>\n

      \"Screen<\/p>\n

      Offer coupon example<\/h3>\n

      In the screenshot below you can see an example with the latest available coupon through the Heathrow digital loyalty program. It consists of a 10\u00a3 discount on designer sunglasses at World Duty Free.
      \n\"Screen<\/p>\n

      The Digital Loyalty program Results<\/h2>\n

      Throughout this process, Heathrow improved the following aspects:<\/p>\n