UK/INTERNATIONAL. Play9 and London Heathrow are expanding the number of digital play units at the airport.
An initial project in early 2016 saw the tkm9 group company Play9 install a Kids Zone area within the British Airways check-in area in Terminal 5. It features the Australian company’s double-sided unit and game pack ‘The Fruitables’.
After collecting data from the project and other worldwide installations, Play9 and Heathrow are implementing a wider strategy to accommodate families, support retailers, and encourage greater movement throughout the airport. Play areas will now be installed at strategic locations rather than restricting play to one designated area.
“Play-along-the-way has become a common trend we are seeing,” said Play9 Business Director Jessica Elmer. “Now more retail spaces, stadiums and public spaces are reaching out to us for play-along-the-way installations. These strategically placed play areas provide increased dwell time and offer recurring revenue for surrounding businesses.
“Another key element to the design and layout of the installations is that they don’t need to be staffed or require additional insurance policies to accommodate for greater fall zones for children. Our designs are focused on group play and due to the large size of the screens we have been able to create a play zone that accommodates multiple children at one time.”
“These strategically placed play areas provide increased dwell time and offer recurring revenue for surrounding businesses” – Play9 Business Director Jessica Elmer
Tkm9 Group Global CEO Mark Hodgens noted the different challenge that the airport environment provides. “Our work within shopping centres and retailers has been about visitation and dwell time,” he said. “Whereas at airports the proposition is about experience in the terminals and ensuring the passenger flow does not continue past the retail to the boarding gates too soon.”
The wider tkm9 Group has also seen a growing trend in airports looking to immerse themselves in what’s happening in their immediate world outside, he said. For example, during the AFL Finals Australian rules football series, Melbourne Airport wanted to give travellers their own AFL experience. It used tkm9’s ‘Virtual Kick-Off’ technology. Through augmented reality, thousands of passengers were able to ‘kick a goal’ on the Melbourne Cricket Ground, without leaving the airport.
“At airports the proposition is about experience in the terminals and ensuring the passenger flow does not continue past the retail to the boarding gates too soon” – Tkm9 Group Global CEO Mark Hodgens
The company’s interactive retail platform ‘imtkm9’ offers another way to increase customer engagement. Airports and retailers can draw a virtual ring fence up to 250sq m around their shop, which allows consumers to connect over special Wi-Fi with their phones to start engaging with the shop even before arrival.
“This new technology allows consumers to access special offers near or around the store or simply order a coffee ready for pick-up,” explained Hodgens. “The technology has put focus on the destination again, special offers, virtual shopping and pre-ordering. Imagine having your coffee, ready and waiting for you, before you even get to the counter.”
Tkm9 Group and Play9 are now in the process of expanding initial play areas in Heathrow, Luton and Brisbane airports, while adding to current projects at Melbourne, Sydney, Adelaide and Abu Dhabi airports.
