Speaker Biograghy: Graham plays a leading role in formulating strategies and actions to increase customer loyalty and value at Heathrow, the UK’s Hub Airport, including programme management of Heathrow Rewards, the world’s number one airport loyalty scheme. He is highly experienced in the field of customer experience and marketing, having previously held key positions with organisations excelling in these areas, including UK premium department store group, House of Fraser; and Australia-headquartered shopping mall operator, Westfield.


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