Rezcomm partner with Ve Interactive to offer the most powerful e-commerce solution for airports

The future of digital engagement looks bright for airports. Thanks to ever-increasing ways of generating new non-aeronautical revenues, airports are able to engage with their customers through a number of channels. Rezcomm’s e-commerce solutions are always evolving to offer passengers the best consumer experience while maximising ROI for airports. The latest step forward for our best in class service has been to partner with leader in programmatic display advertising and conversion enhancing apps, Ve Interactive.

While Rezcomm’s white label e-commerce portals create a more personal relationship between consumers and airports, Ve Interactive’s advertising technology drives quality traffic to your site. It can also automatically deliver engagement emails that offer consumers an easy way back to abandoned purchases. Through the adoption of this advanced service, Rezcomm is able to continue improving ROI and consumer loyalty for airports.

The future may be ever-changing but when it comes to e-commerce, Rezcomm has a clear idea of where it is headed and why technology like Ve’s is needed. It all begins with knowing as much as you can about your target audience.

Understanding consumers

The internet economy is exploding. European GDP growth is expected to double by 2016 and treble by 2020. This is an exciting trend and one that’s being driven by changes in e-commerce, like an increasing number of sales made on mobile devices. There is however, more to it than the technology simply becoming more popular.

As of February 2015, over 60% of the world’s population were digital natives – that means people aged 35 or under who were born or brought up with technology from an early age. Over 72%, a higher percentage than any other age group of digital natives, own a smartphone and use it up to 45 times day. It’s this group which is driving the digital economy.

Now the number of digital natives has passed its tipping point, changes are set to happen even faster. Wearable devices and smartphones that function as credit cards are expected to shape the future of e-commerce. Even now, half of all European in-store purchases are influenced by a digital device – so adaptable, responsive, and future-proof e-commerce platforms are essential for guaranteed ROI whether online or off.

Initial consideration

In the near future consumers will be connected wherever they go, whenever they go there. With so many potential flights and destinations, airports must invest in the quality data and marketing technology needed for their offers to reach the right people, at the right place and right time.

The goal should be to reach the consumer in the initial consideration phase. This is the moment before they’ve heard of your airport or what it’s selling, when they’re gathering the information that will help them to decide who to buy from.

One of the challenges posed by digital natives is that they have a short attention span, with studies suggesting retailers have 8 seconds to impress them before they get bored and leave a site. This can increase your store’s bounce rate which will harm your search rankings if it isn’t low. That’s where Ve Interactive comes in.

Thanks to its programmatic display advertising technology, Ve’s highly targeted ads both prospect for new customers and re-engage with existing visitors of your site, increasing traffic to your site. They achieve this by harnessing powerful data that allows them to serve personalised ads relevant to each consumer and their interests.

Ve Interactive is also a specialist in abandonment marketing with the tools to encourage consumers to complete a sale they’ve abandoned. If a consumer leaves their basket, they may not return because they do not want to restart their booking journey. Ve offers the solution to this problem with email re-engagement. By sending personalised emails to remind the lost customer of their order and allowing them to swiftly pick up where they left off, Ve brings customers back to their basket to complete the transaction.

Clicks meet bricks

Following the initial consideration phase there are still several steps the consumer must complete before they reach the moment of purchase – the first step of a journey which will continue during the countdown to their flight, while they’re at the airport and even when they’ve arrived back home.

The moment of purchase is the start of the cycle where all the information shared during the buying journey is used to inform supportive marketing activity that will drive new revenues for the airport. Events triggered by this purchase may include email campaigns that cross and upsell, booking confirmations containing vouchers for discounts in physical airport locations and welcome home messages. The loop is then completed by email marketing campaigns that provide a shortcut to the moment of purchase, bypassing the initial consideration phase because the customer is already loyal to you and doesn’t need to choose between you and a competitor.

The technology that drives this cycle is Rezcomm’s CRM software – a data collection and analysis tool that gathers quality data from consumers and processes it in a way that empowers marketers to make smarter decisions. Our CRM systems present complex data in easy-to-read dashboards so marketing teams can easily identify behavioural trends and analyse their successes.

In the rapidly changing world of consumer engagement, Rezcomm is constantly working to stay ahead of the latest trends by making sure consumers have the best experience while increasing non-aeronautical revenues that support the airports they’re flying from.

How Rezcomm and Ve Interactive support the Airport customer journey.

• INITIAL CONSIDERATION
  The consumer considers which airport brands are a potential option
  Harnesses customer data and purchasing intent with Rezcomm CRM and drive quality new traffic to your site with Ve dynamic display advertising.
• ACTIVE EVALUATION
  The consumer considers possible suppliers and “pulls” information helpful to them
  Sell parking, flights, hotels and any other ancillary product in Rezcomm’s white label, responsive storefronts. Use Rezcomm’s CRM to analyse e-commerce data and report on financial, operational and marketing efficiency. Ve’s dynamic display ads will also help to re-engage these visitors with personalised ads based on their browsing history and profile.
• MOMENT OF PURCHASE
  The consumer decides to buy
  Increase customer value with Rezcomm’s up and cross-sell feature then keep them engaged with Ve’s onsite re-engagement solution. Should the customer abandon their purchase, bring them back with VeContact abandonment emails or VeAds retargeting adverts.
• FLIGHT COUNT DOWN
  The post-purchase experience
  Increase customer value and build loyalty with Rezcomm’s automated post purchase email strategy.
• MISSED OPPORTUNITY
  Targeting customers that booked elsewhere
  Cleanse Airport WiFi signup data and use it to engage new customers and drive traffic to your site with Rezcomm’s automated prospecting emails.
• AT THE AIRPORT
  Merging online and real-world experiences, using mobile as the bridge
  Earn customer loyalty while increasing footfall at Airport retail and FAB locations with Rezcomm tickets and fulfilment
• RETURN HOME
  Welcome home communications encourage loyalty and repeat purchases
  Welcome customers home and encourage repeat purchases with Rezcomm’s automated re-sell emails.
• LOYALTY LOOP
  Developing a long term relationship, encouraging the customer to book again
  Use Rezcomm’s CRM and Ve insight to profile customers by type and behaviour. Send timely and personalised emails to retarget customers when they’re ready to make another booking.
• REZCOMM CRM
  Reporting and business insight
  Use the Rezcomm CRM to access business intelligence and create reports on all revenue generated by either the Rezcomm or Ve products in one location.