360-degree view of customers
Adobe Analytics is the backbone of Heathrow’s digital experience. Analytics brings together data with a consistent Adobe ID that helps map consumers as they move across web, mobile, email and other channels. This data helps Heathrow build a 360-degree view of how customers respond to digital campaigns and experiences. The Data Workbench capability in Adobe Analytics allows for even greater insight into both online and off-line activities to improve cross-sale opportunities and even predict future performance so that Heathrow can continue to push changes that increase revenue.
This real-time analytic data, along with subscriber and third-party data, feeds into Adobe Audience Manager to create a unified user profile for each customer. Audience Manager manages millions of profiles and creates valuable segments for targeting and personalisation as people move across digital channels and even through the airport.
“Adobe Audience Manager is a game-changer that allows us to bring together all of our data and create a unified experience for our customers no matter how or where they engage with us,” says Irvine. “We’ve just started our journey with Audience Manager, but we’re expecting that it will drive personalisation and contextual experiences at every touchpoint with customers, from websites to mobile to digital displays in the airport.”
For example, Heathrow has long promoted “reserve and collect” shopping, which allows shoppers to reserve products ahead of time and simply pick them up at the airport. Heathrow expanded this programme into Heathrow Boutique, which is a full-fledged e-commerce marketplace for Heathrow retailers. When customers browse for handbags or technology in Heathrow Boutique, those preferences are stored as traits in Audience Manager.
If a customer continues to one of Heathrow’s other web properties, Audience Manager feeds that information into the website so that customers see offers for products and services that interest them. This provides Heathrow with more opportunities to deliver relevant experiences that increase revenue.
Delivering valuable information through email
Email is a key driver for revenue growth at Heathrow. But as consumers become overwhelmed by marketing emails, it becomes harder for any business to stand out. Rather than flooding inboxes with general promotional emails, Heathrow uses Adobe Campaign to deliver 130 carefully targeted email campaigns for a total of 6 million email messages a month.
Some emails are triggered by specific actions. For example, if a customer signs on to the Heathrow Airport Wi-Fi network, Adobe Campaign sends an email filled with relevant information about shops, restaurants and services available in the terminal where the user signed in. This can inspire customers to drop by a nearby store and spend time browsing while they wait for their flights.
Adobe Campaign also personalises the look of newsletters delivered to members of Heathrow’s Rewards scheme. While the average retail spend per customer is £8, the average Rewards member flies through Heathrow at least five times a year and spends an average of £140. This makes nurturing relationships with Rewards members a key element of revenue growth.
Adobe Campaign pulls customer data from Adobe Audience Manager to identify the offers that will most resonate with customers and personalises newsletters for different audiences. Some customers may receive news about a new luxury watch, while others may get an offer for a massage. By connecting key audiences with relevant offers, Heathrow can encourage greater engagement and revenue growth with its Rewards members.
“Adobe Campaign allows us to personalise emails to get the right offers to customers,” says Irvine. “We’re delivering messages that pique our customers’ interests and makes them want to learn more, which has helped us to improve open rates and achieve click-through rates as high as 25%.”
Personalisation through machine learning
Trying to optimise customer experiences across eight web properties could be a real challenge without the support of intelligent digital tools, particularly with Heathrow’s lean analytics team. Using Adobe Target, Heathrow manages 70 different tests across its websites. These tests can range from optimising forms to reduce errors, to comparing the click-through rates on different types of banners.
Adobe Target also provides greater opportunities for personalisation, particularly through Automated Personalisation, powered by Adobe Sensei, Adobe’s artificial intelligence and machine learning framework. Heathrow leverages Automated Personalisation to customise which sub-categories are featured on the Heathrow.com home page. Unlike typical personalisation methods, which use rules created by analysts to personalise experiences, Automated Personalisation uses machine learning to create its own rules and deliver the best offers and experiences for each visitor every time.
“We don’t have the manpower to constantly monitor and adjust the performance for a high-volume area such as the Heathrow.com home page,” says Irvine. “We use the power of Adobe Sensei to intelligently automate our processes and achieve better results than our team can accomplish alone. We’re delivering more relevant offers to each customer, which improves conversions and revenue.”