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INTERNATIONAL. DKMA today announced the official launch of the Airport Consumer Survey (ACS).
The company formerly produced the ASQ (Airport Service Quality) Retail study.
DKMA described the Airport Consumer Survey as “the world’s leading benchmark of the airport commercial experience”. It added: “Combining demographic profiling of passengers with a detailed analysis of satisfaction levels and spending habits, it helps airport managers grow their non-aeronautical revenue by providing the type of experience their travellers want.”
DKMA said it will be bringing several changes to the research to give airports taking part even more insight and flexibility. Most importantly, two new modules will be added, focusing on airport parking and marketing effectiveness. These will join the existing modules on airport F&B, duty paid and duty free retail.
The research will also be transitioning to tablets for data collection, thus granting airports a greater freedom in tailoring the content of the research and speeding up data processing and reporting.
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“Airports using the ACS are now able to identify key segments, see which communication channels are most effective at reaching them, understand what drives their satisfaction and spending as well as find ways to cross-sell between categories“ |
Damien Kobel Managing Director DKMA |
“”With these changes we aim to provide airport managers with a single tool to monitor their performance for each of the main sources of non-aeronautical revenue and systematically grow sales”, said DKMA Managing Director Damien Kobel.
“Airports using the ACS are now able to identify key segments, see which communication channels are most effective at reaching them, understand what drives their satisfaction and spending as well as find ways to cross-sell between categories.”
Demographic profiling
The 2015 ACS will feature an increased focus on segmentation. Shoppers and non-shoppers will be segmented according to their demographic profile, enabling airports to precisely identify who is shopping and who isn’t.
Shop-specific data: The main focus of the research is helping airports maximise both satisfaction levels and spending. In 2015, this will be taken to a new level as airports will be able to drill down and analyse their performance at an individual shop / outlet level.
Optimising the sales process: The ACS will feature a more detailed sales funnel analysis as part of the base reporting package. Commercial managers will be able to break their sales process down into individual steps, see exactly where they are losing sales and put their performance into context by benchmarking commercial KPIs with leading airports around the world.
“Our research has shown that passengers who are most satisfied with the commercial experience spend +10% more time at the airport, are twice as likely to shop and spend more on average (+7% more on duty paid and +20% more on duty free),” said Kobel. “So airports seeking to grow their revenue should make understanding what drives satisfaction with the commercial experience and how this relates to spending a key strategic priority”.
Auckland and Kuala Lumpur are the latest to join the growing number of airports using the ACS to improve their commercial experience. In 2015, over 30,000 passengers from around the world will be interviewed in gate areas of airports taking part in the research, providing insight into what they want and expect from their airport commercial experience.
For more information about the Airport Consumer Survey please contact James Ingram, Director at DKMA: james.ingram@dkma.com
