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Mobile Cloud Service at Manchester Airports Group

 

Authored by Suhas Uliyar, Oracle Vice President, Mobile Product Development

 

One of the benefits of constant world travel is that I often have time between flights to shop for myself and my family, as today’s airports have turned into mini brick-and-mortar malls filled with top consumer brands. In fact, I once bought a complete set of business attire at Dallas-Fort Worth Airport when my plans changed and I had to head to London for a meeting instead of making my connection home. However, I, and many other travelers, have the perception that airport shopping is expensive; even more expensive than shopping in true brick-and-mortar malls. Imagine my excitement when Manchester Airports Group (MAG) engaged with Oracle’s mobile specialists to discover how MCS 2.0 with Location Based Services (LBS) could help to locate and engage MAG travelers and give them incentives and discounts on retail goods in MAG airport stores, thus counteracting the perception of expensive airport shopping!


Manchester Airports Group is the largest
UK-owned airport operator and over 48 million passengers move through
its five airports each year. As MAG continues to add new routes and passengers,
it has recognized that it must focus on improving the pre-flight and
post-flight passenger experience. One way to accomplish this is to identify
passengers within airports using LBS, and then to personalize their experiences
as they make their way through MAG terminals. As Roger Westerbeek, Group Head
of CRM & Loyalty, MAG puts it:

 

“The Manchester Airports Group (MAG) CRM
strategy and subsequent customer engagement is firmly anchored in the core
principles of right product to the right customer at the right time and through
the right channel... We now recognise the significant shift to digital mobile
and location relevancy. To address this change, MAG are now working with global
leaders in location-based technology to communicate effectively with our
customers on-estate.”

 

An Oracle Marketing Cloud customer, MAG was already using Eloqua
email campaigns to promote car parking and airport fast track to passengers
prior to their trips. However, MAG told us that it could identify less than 25%
of the passengers who set foot on premise, and MAG had no ability to
communicate with those passengers once they were in-terminal. Enter Oracle MCS
2.0, which MAG is using to provide location based services and mobile offers to
its passengers on premise through the MAG mobile app. MAG’s goals are to
improve passenger experience, to identify anonymous passengers, to drive
penetration, and to increase incremental return and adjustable travel volume
(ATV). 

 

How is this accomplished? First, Oracle’s MCS 2.0 can measure both
passenger footfall and passenger linger time, also known as “dwell time.”
Second, MCS 2.0 uses existing Oracle Marketing tools to deliver mobile offers
and promotions that can be segmented by time of day, customer profile, customer
footfall and desired retail target. Finally, MCS 2.0 provides push notification
capabilities so that information, offers, and promotions are delivered to each
targeted passenger’s mobile phone. The end result is more informed and happier
travelers, higher retail sales, improved operational efficiency, and increased
in-terminal visibility.

 

 

 

Using MAG as an example, Oracle is working with our partner Estimote
to install beacons in five areas of Manchester Airport Terminal 1: at Check-In,
at Security, in the Departures Lounge, at the Boarding Gates and at Baggage Claim.
When passengers arrive at Check-In, they will receive a push notification on
their phones containing security information and advice. Depending on how long
they spend in Check-In, they might also receive a push offer for fast track
through Security. As they progress through Security, MCS will measure security
transit time. Then, when passengers enter the Departures Lounge, they will get
an airside “retail offer of the day” linked to their customer profile. Upon
arrival at the Boarding Gates they will be asked for feedback on their
experience through a short survey. Finally, on the return leg back to
Manchester, passengers will be identified at Baggage Claim where they will
receive offers for their next trip. 

 

We are just beginning to scratch the surface in terms of this
solution’s possibilities. Oracle and Estimote can imagine additional use cases where
location services are used to assist airport staff in further improving operational
efficiencies, and in identifying security risks before passengers reach Security. We also can imagine sharing the beacon
infrastructure with third party mobile apps such as airlines or retailers in
order to provide an even more robust passenger experience. The possibilities
are endless, and through the use of Oracle’s Mobile Cloud Service and the
Estimote Cloud, MAG will continue to grow while improving the passenger
experience. I also finally can buy relevant retail products at cheaper prices,
thanks to the new pushed offers at Manchester Airport!

Watch Suhas Uliyar and Chris Marsh (451 Research) discuss the New Imperatives in Enterprise Mobility. And don't forget to follow the latest @OracleMobile.

 

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