Airport Experience® News - Post-Conference Issue 2024

Hartman pointed out that, according to Airport Dimensions’ survey data, loyalty programs are proven to increase customer lifetime value by up to 30%. Additionally, every $1 spent on email marketing delivers an average ROI of $32, and 59% of respondents said that marketing emails influence their purchasing decisions. With this in mind, Airport Dimensions partners with Servy , URW Airports and Connecta, which is Airport Dimensions’ proprietary customer engagement platform, to offer the LAX Order Now digital ordering platform as a feature of LAX Shop + Dine. “We created the platform with the goal of using the data that we capture as part of the digital ordering process to drive engagement and improve the shopping and dining experience at LAX, and, of course, to drive incremental growth,” Hartman said. The data collected from the Order Now app allows for more targeted messaging

Case Study: Data Sharing At LAX Looking ahead, one challenge for all airport concessions programs is capturing and sharing data that can optimize sales. One example of inroads into this area is the digital marketplace at Los Angeles International Airport (LAX), called LAX Shop + Dine. The program has successfully transformed the approach to traveler and employee engagement through the incorporation of a CRM and loyalty platform, which has driven positive advancements in customer interaction and revenue enhancement. The Airport Experience Conference invited Chris Hartman, director of digital experiences for Airport Dimensions , which helped develop a digital ordering platform for LAX, to provide details on specific tactics and deliverables from the program, including its effectiveness and impact.

Diversity and successful small business participation across all genders and ethnicities is healthy for society, he says. Airports represent a significant portion of a community’s economy, as well, making diversity there all the more important. “How can we change the conversation from affirmative action to more competitive action,” de la Melena asked. “Having small business participation creates a local multiplier effect from jobs, from taxes paid to serving communities. That value equation is healthy for local economies.” Ramon Lo, director of membership and industry engagement at AMAC, agreed. During the organization’s recent Economic Forum on Capitol Hill, officials met with lawmakers about reframing the conversation. “This isn’t just affirmative action,” he said. “It’s competitive action, it’s an economic conversation.” AMAC has been working to build partnerships with organizations like the Morehouse Innovation & Entrepreneur Center at Morehouse College to pilot test a business capacity accelerator program to not only maintain the program but to help move businesses in the program forward. “Those are the many things that we are looking to continue to accomplish to make sure this program is preserved,” he says. Above: Warner Session of Session Law Firm led a discussion on the future of the ACDBE program, with panelists Tamela Lee of Dallas/Fort Worth International Airport, Gonzalo de la Melena of Emerging Airport Ventures, and Ramon Lo of the Airport Minority Advisory Council.

Left: Chris Hartman of Airport Dimensions shared results of a data-sharing effort at Los Angeles International Airport.

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AX NEWS APRIL/MAY 2024