Intelligent Track System and m1nd-set launch tool offering real-time access to airport shopper behaviour data

INTERNATIONAL. Danish trolley solutions company Intelligent Track Systems (ITS) and travel retail research agency m1nd-set have partnered to launch a tool that promises to give travel retail stakeholders better access to airport shopper behaviour data.

According to the partners, the new tool gives sector stakeholders ‘unprecedented access’ to consumer surveys in real-time, offering deeper insight into passenger traffic, dwell time and overall shopping behaviour.

The tool utilises real-time business intelligence dashboards and data point benchmarking to streamline various data points such as stores visited, and time spent at various areas in the airport. It is installed through trolley tablets that also provide travellers with navigation, gate and flight information by scanning their boarding passes.

It is also equipped with precise wayfinding features, accurate to less than 50cm, that can provide detailed heat maps and pinpoint new income generation from targeted advertising and promotion.

The tool provides real-time access to airport shopper behaviour and provides detailed heat maps of stores visited and time spent at various areas around the airport 

Intelligent Track Systems CEO Morten Pankoke commented, “With the decreased footfall in airport stores, it has become even more important to identify the needs and wants of these customers in order to increase their per-head spending. With fewer travellers around we need them to enjoy the airport experience and shop more.

“This unprecedented access to almost-instant data about customers’ shopping behaviour makes it much easier to implement insights-driven decision-making,” added Pankoke. “By using the data to positively impact traveller satisfaction levels, retailers can push up spend per head.

“For example, a sudden influx of frequent business travellers from the Nordics, or leisure travellers from Asia Pacific, would generate data patterns which can be tracked, allowing airports to effectively adapt their promotions, advertising, marketing, wayfinding, etc — all in real-time.”

In travel retail, the rollout is supported by business development agency Blue
“We have created a very time- and cost-efficient way to obtain a huge wealth of data,” said m1nd-set Travel Retail Research Director Clara Susset

By leveraging the survey data, the tool will help airport landlords, operators, retailers “react almost instantaneously” to consumer feedback, said the partners.

Copenhagen-based business development agency Blue has been tapped to support the rollout.

“ITS and m1nd-set have developed a ground-breaking solution for data acquisition and implementation, at a time when analysing passenger behaviour is more crucial than ever,” said Blue Partner Thomas Kaneko Henningsen.

“Simply put, this pragmatic solution empowers airport stakeholders. Streamlining real-time data mining and analysis, allows airport retailers and brand owners to engage with travellers faster and more effectively.

Airport operators can launch and access traveller surveys in real-time, constantly monitoring the overall airport experience.”

According to the partners, the tool can also be used to integrate loyalty programmes and drive effective social distancing measures in busy environments with the use of built-in sensors.

The tool can also be used to implement social-distancing measures in the airport environment, said the partners

Blue Partner Karl Walter added, “We equip airports, retailers and their brand partners with capabilities positively impacting travellers’ satisfaction and propensity to shop. Airport retailers can proactively adapt staffing, product displays, promotions, advertising and much more. The impact can be measured in improved dwell time, footfall, penetration and conversion. These are critical data points which help retailers drive sales performance and optimise store operations.”

“We have created a very time- and cost-efficient way to obtain a huge wealth of data,” said m1nd-set Travel Retail Research Director Clara Susset. “We believe the user-friendly dashboard, where KPIs are reported almost immediately, plus the possibility to benchmark with other airports, makes this system highly desirable.”

 

 

 

 

 

 

 

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