Case Study
Capturing Shoppers in Post-Pandemic Travel Retail
The Challenge
How do you grow brand loyalty among travellers in a compelling, non-intrusive way by combining the best of digital and physical?
Industry: Retails, Shopping Malls
The Project
What does the future of global travel retail look like? With consumers increasingly reliant on ecommerce, especially given a growing preference for contactless experiences since the pandemic, there emerge opportunities to rethink the role of the physical environment from convenience to experience. How can brands fuel product discovery, target customers before they arrive at the airport, and build a personalised, omnichannel experience?
"The opportunity lay in creating engaging experiences for travellers and offering something more exciting than products on shelves or a straightforward purchase experience that they can do from anywhere in the world on their phone."
- Stephane Zermatten, Managing Partner, CircleSquare
What We Did
A Platform to drive store footfall with end-to-end digital experiences
The Connected Shopper Platform brought together the expertise of brand experience agency CircleSquare, Neoma's AI and location-based insights Platform, and digital marketing specialists come together. The retail campaign identified and targeted potential travellers a few days prior their flight. Travellers could browse items online, search them by name or category, and save Apple and Google Wallet passes. These geo-targeting enabled wallet passes aim to draw traffic to the physical location at the airport where shoppers are able to claim their reward.
End-to-end platform: to capture customers, boost store visits and gather data
- Front end: mobile friendly travel retail campaigns on social media
- Back-end: creation of a bespoke content management platform to manage marketing campaigns, customise content with brand fonts and colours
- Enabled brands and retailers to manage global campaigns in real time across all airports
- Measured campaign performance on a real-time basis
- Real-time analytics on cloud-based account
The Impact
Streamline operations and explore new untapped customer opportunities
Identifying daily and weekly variations and trends in usage helped address a common challenge gyms face: overcrowding ad space optimisation, especially during peak hours. By measuring equipment availability at various points in time, Gaia helped identify gaps and minimise points of friction in the gym experience. The data was also able to group anonymous gym-goers based on their usage habits to offer tailored recommendations in the future.
- Operation management improvement
- Better space utilisation and machine mix deployment
- Behavioural insights for targeted offers and personalisation
- Increased ROI
More Stories
See how businesses like yours deliver results with Gaia
