DENMARK. Copenhagen Airports is rolling out its CPH Advantage loyalty programme to enable members to earn and use points at stores and restaurants across the airport – with the wide use of such points making it a first of its kind in the airport environment, the company says.
Until now the 450,000 members of the programme could claim and use their loyalty points online, through pre-orders from the Tax Free Store, pre-booking of car parking and access to the CPH Apartment Lounge. Now the airport has launched the “˜Earn & Burn’ platform across 37 stores, which means that passengers can earn or spend points on their journey through the CPH Shopping Center, in restaurants as well as stores across many categories. That makes it different to other such airport loyalty programmes, it says. More stores are expected to join the programme as it is rolled out.
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The ‘Earn & Burn’ platform has a broad reach, from duty and tax free stores to fashion boutiques, along with food & beverage outlets across Copenhagen Airport |
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The loyalty programme’s expansion generates benefits on a number of levels, said E-Commerce & Marketing Manager Karen Bender.
“There are around 23 million passengers passing annually through Copenhagen Airport Shopping Center. For a great many of these passengers, this is the “˜shopping street’ they frequent most. We believe we can sell more to these passengers.
“We operate from an overall strategy that we in CPH must be a world-class host. A good host knows his or her guests. Through the “˜Earn & Burn’ platform we can gather a great deal of knowledge about the individual passenger’s purchasing behaviour. We must transform this knowledge into promotional activities through CPH Advantage.”
Bender explained how the “˜Earn & Burn’ platform will work. “These earned points can be used in the stores or when ordering online. Passengers must therefore remember to show the CPH Advantage card when they shop in units participating.
“We have, among other things, developed an App that ensures you always have the card with you. If you want to use your points, for example, to “˜knock off’ DKK400 from the Burberry bag you want, you scan the card’s QR-code and the points will then be automatically removed from your Advantage account and added to the store’s account.”
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The loyalty scheme allows CPH to become closer to its core consumers |
The big gains will come once the airport gathers sufficient information on members’ purchasing habits to then target them with promotions.
Bender said: “We will be able to communicate with them in a more goal-oriented manner. Good offers yield more sales. For example, if Kaufmann knows that a customer has bought shirts three times in the store this year, they can strengthen their relationship with this customer by communicating relevant offers directly to him or her.”
The members of CPH Advantage are among the airport’s most frequent flyers.
Some 54% of Tax Free online customers are also CPH Advantage members and crucially, they spend +20% more on average than regular customers. Around 60% of members travel via Copenhagen Airport at least once every three months, while 37% said in a recent survey that they would spend more in the Shopping Centre if they had an “˜Earn & Burn’ option such as has now been developed. Of the membership, around 55% are Danes, with the balance Swedes and Norwegians.
*More on the programme, with further comment from Copenhagen Airports, will appear in The Moodie Report Print Edition for March.
**Copenhagen Airports will host the 2014 Airport Food & Beverage (FAB) Conference & Awards, organised by The Moodie Report. Click here for our story on the event from this week, with more information to follow in coming days on the awards and programme.
