 |
The new CPH Advantage card aims to deliver benefits to regular flyers through the Danish gateway |
DENMARK. Copenhagen Airport today launched a new consumer-focused programme called CPH Advantage. The scheme, which is free to join, aims to reward members with offers, discounts and special services at the airport.
Members can book their tax-free goods online for collection at the Tax Free Shop, operated by Gebr Heinemann, as well as reserving car parking at special rates and booking space at the new airport lounge, CPH Apartment. They can also benefit from discounts of -20% on the recommended retail price of many fragrances & cosmetics at the store once they have collected at least 7,500 points. In addition, members can receive free Wi-Fi services at the airport.
The airport company said it was “a milestone in CPH’s customer-directed strategy and an important step in the airport’s ambitious journey away from the role of caretaker to repositioning the airport as an attentive host”.
Copenhagen Airports Vice President Sales & Marketing Carsten Nørland said: “CPH wants to listen to passengers, understands their individual needs and develops new products and services that meet their wishes and demands – that’s the motivation behind CPH Advantage. The programme is designed to help increase the already high level of passenger satisfaction and strengthen the quality and relevance of the service we provide to our passengers.”
The airport launched a new customer-focused strategy in 2010, aimed at broadening the range of commercial services and brands. It has already introduced high-street brands such as H&M, Dixons Travel, Pandora and Joe and The Juice.
It has also launched a number of new products which aim to “change the traditional perception of the airport’s scope of responsibilities”.
“New passenger travel patterns and expectations require that we, as an airport, move into parts of the travel value chain previously covered by the airlines,” said Nørland. “CPH Advantage is an example of how we expand our business by offering new, targeted products. This also applies to CPH’s own lounge, CPH Apartment, which is run by Novia, and our new CPH Express service offering faster service through security via the airlines.”
CPH conducts more than 120,000 passenger interviews per year to learn more about passenger shopping and travel behaviour. The interviews indicate that “˜value for money’ is crucial in passengers’ evaluation of their shopping experience.
Nørland noted: “With CPH Advantage, we aim to strengthen passengers’ perception that they get value for money. We do that, among other things, by tailoring our communication to match their needs and preferences. Value for money is not about lowering the quality of our offerings, but rather about expanding our selections to include good quality in more price categories which passengers can relate to.”
 |
The new scheme aims to encourage travellers to earn and use points at the retail stores at Copenhagen |
 |
Advertisement | |
