UK. London Heathrow has partnered with global technology service provider AOE to create an improved digital marketplace for the airport’s 300 brands.
The airport will launch AOE’s OM³ (Omnichannel Multi-Merchant Marketplace) suite as part of a digital transformation strategy. OM³ will be used to digitalise Heathrow’s non-aviation revenues and provide customers with a “unified and seamless online and offline experience”, the partners said.
Frankfurt was the first airport to roll out OM³, and AOE also recently announced a far-reaching partnership with Auckland Airport.
Heathrow said it would use OM³ to strengthen its digital services and infrastructure to create a simpler process for the airport’s 300 brands to share their products with customers. This in turn will lead to greater choice within the Reserve and Collect service, the airport said.
Heathrow Airport Retail and Service Proposition Director Chris Annetts commented: “We have a long-term vision to deliver a seamless digital experience for all our passengers, both inside the airport and in the comfort of their homes.
“This partnership with AOE is the next step towards building seamless end-to-end experiences for passengers and enabling us to interact with them more efficiently for an enhanced and memorable journey.”
AOE said its omni-channel platform would integrate seamlessly with Heathrow’s existing infrastructure. The OM³ suite will ultimately integrate with numerous additional features, including loyalty programmes, lounge access, parking and VIP services, the company added.
Another feature of the platform is the capability to provide passengers with real-time information, helping them to make the most of their time in the terminals.
“Our OM³ Suite continues to build momentum for Heathrow and we are especially excited to be part of Heathrow Airport’s strategy to digitalise their entire business model to benefit both passengers and employees,” said AOE Chief Executive Kian Gould.
“As one of the world’s most important airports, Heathrow is at the forefront of the aviation industry, continuously innovating to improve its offering. Our goal is to be a long-term partner in this effort to enhance the passenger experience.”
Gould recently featured in a five-part series on The Moodie Davitt Report which assessed the impact of digitalisation on how travellers are buying products. He was also a speaker at last week’s Trinity Forum in Bangkok.
