Speaker Biograghy: With more than 12 years' digital strategy and planning experience, Nikul has helped companies transform themselves into supporter-centric businesses through aligning their strategy, technology, data and people. His approach has revolved around delivering commercial value in multiple industries, including charities, finance, media, travel and sports.


Day 2 - 21 March
Session: Commercial Development, Retail & Concessions

15:00 - 15:30 - Customer experience excellence through data-driven loyalty
Synopsis: Passenger experience can be won or lost on two fronts: the physical journey through an airport and the digital journey. Heathrow, with its partner Acxiom, will demonstrate how it has transformed the use of data and technology to create a multi-channel communications programme as part of its Heathrow Rewards loyalty programme. By uniting around a single, connected view of the passenger, Heathrow delivers a digital experience aligned with the brand promise of ‘making every journey better’, resulting in a 13% uplift in incremental retail spend. The approach has been shortlisted by the UK Direct Marketing Association for Best CRM Programme 2017.

Audience will learn:

• Principles of people-based marketing and why resolving identities between offline and online audiences drives greater insight and value
• Why the application of data + science is fundamental to shaping loyalty programme propositions and passenger dialogue
• The framework and dependencies for building a connected passenger experience
• Why data is the new oil, and how it will shape the future of the physical and digital airport experience