Queensland Airports aims at better customer experience with Wi-Fi analytics

Intelligent, targeted, marketing campaigns in real-time for airport travellers

Queensland Airports Limited (QAL) says its new Wi-Fi and location analytics capabilities will help improve workflow management, reduce wait times and help it deliver targeted marketing campaigns to airport travellers.

Under an agreement, QAL has signed a three-year contract with Purple and its certified partner, Flexdata Solutions, a systems integrator based in Fortitude Valley, Queensland. Flexdata installed Cisco Meraki Wireless and Purple’s Wi-Fi solution at four airports owned and operated by QAL.

“By partnering with industry experts, QAL is able to deliver the best customer Wi-Fi experience in airports in Australia. In addition, through understanding key analytics, including dwell times, QAL can better understand and improve customer experience, particularly in customer and baggage collection areas,” according to Flexdata Solutions general manager, Troy Coker.

Customer feedback had indicated that fast and reliable Wi-Fi was a key requirement for customer satisfaction.

“The ability to deliver targeted marketing campaigns in real time via email and/or SMS, according to guest demographic, is also being explored,” Coker said.

Previously, QAL had an outsourced, managed Wi-Fi service through a local provider, but Wi-Fi analytics did not form part of that service. “It was impossible for QAL to get an understanding of footfall and data usage under that arrangement."

“Through location and presence data, QAL is able to understand a guest’s typical journey and dwell times as they move through the terminal. This information is particularly useful for management at airports in order to improve workflow management, reduce wait times in key zones, and position signage at optimal locations,” Coker added.

“The solution has also enabled QAL to distribute intelligent, targeted, marketing campaigns to airport travellers in real time, highlighting products, information and rewards that are relevant to the individual. This offers mutual benefits to the business and the customer.”

The jewel in the crown for QAL is Gold Coast Airport, which will be a central transport hub for the 2018 Commonwealth Games.

Asked whether the implementation was done in preparation for the Commonwealth Games, the spokesperson said QAL were mindful of the upcoming event and the new terminal build underway.

“While the Purple investment was not tied directly to the Games, a solution with zero hardware, delivered 100 per cent from the cloud, allows QAL flexibility for growth moving forward.”

Purple’s cloud platform is being used by QAL is aimed at improving the customer experience in its terminals. Purple CEO, Gavin Wheeldon, said location analytics reports can show passenger queues and dwell times. The solution has also enabled the business to distribute intelligent, targeted, marketing campaigns to airport travellers in real time.

Wheeldon said the data Purple’s platform generates gives businesses providing guest Wi-Fi the opportunity to interact with their customers in real time, highlighting products, information and rewards that are relevant to that individual.

Asked about trends in aviation in terms of customer experience, Coker said airports are keen to maximise the stay of visitors and therefore the retail spend of all guests - even those simply dropping someone off at the airport.

“Having the ability to send a promotional coupon, such as two-for-one coffee deal, based on a guest’s location in the terminal will entice custom and make the experience more enjoyable. Messages can also be sent via email or SMS to advise guests of a flight status such as ‘delayed; go to gate; boarding now’, so guests experience reduced anxiety and can stay within the retail areas for as long as possible.

"To improve customer experience, it is also important to provide queue-length metrics to airline check-in or immigration booth managers. This enables them to make real-time decisions about how many booths need to be open at any point in time to deliver the best service to travellers.

“The data available from Purple’s solution makes all of the above actions possible. Purple makes its API open to customers for them to build out additional functionality, according to their requirements, as they see fit.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in