USA. Intelligent Track Systems’ (ITS) smart trolleys have helped boost engagement with retail and services at San Diego International, according to a report from the company and the airport. In travel retail, Danish company ITS is marketed and distributed by business development agency Blueprint.
As reported, ITS trolleys give users information on access routes, departure times, departure gates, product promotions, tax-free shopping guidelines and other relevant airport information in their preferred language. They also provide heat mapping data for operators.
The system is accessed through an ITS-programmed tablet, which is placed on a bespoke ITS trolley or an existing airport or shopping trolley. It is activated by passengers via scanning their airline boarding cards.
Data collected from direct interviews and from the trolleys’ QR codes showed the extent to which passengers were engaging with the carts. Some 90% of passengers said that the trolleys made the shopping and wayfinding experience easier at the airport, while 29% said the digital ads featured on the carts convinced them to buy products.
Almost half (48%) used the ‘show route to a concession’ wayfinding function and 87% used the ‘show route to gate’ tool. 94% of passengers said they would use the carts again, while passengers gave the carts a 4.73/5 score for the helpfulness of the interactive screens.
Enhancing the airport experience
ITS launched in San Diego International Airport last September as part of the aviation hub’s Innovation Lab programme. The aim was to drive foot traffic to retail and F&B concessions using the smart carts’ personalised wayfinding services and improve passenger satisfaction with airport and shopping services.
In addition to getting passengers to their gates on time, the trolleys tracked passengers’ movements as they navigated terminal areas to create accurate heat maps of the most popular spaces and facilities.
Intelligent Track Systems CEO Morten Pankoke said: “The results are better than we could have hoped for. We achieved a conversion rate of 29% which is extremely high compared to any online/e-commerce platform and the fact that 87% used the carts to find their gate proves that ITS can do more than just lift concession spending.
“Giving passengers a service that gets them to the gate on time is one less worry. It puts them more at ease which is likely to increase retail penetration. This is a tremendous business benefit for airports that need to find new revenue streams to mitigate lower passenger levels.”
San Diego International Airport Innovation Programme Manager Gina Jacobs added: “ITS trolleys enhance the experience for our passengers as they navigate the airport and also provide great insights to our team.”
“When it works so well in San Diego International Airport, we can only imagine how much ITS carts will benefit passengers in other airports worldwide,” added Blueprint Partner Ellery Plowman.
“Airports are time-sensitive shopping environments. By helping travellers navigate airports more effectively, they have more time to shop, dine and enjoy what the airport has on offer. With 48% of users accessing wayfinding to concessions, these carts help travellers shop more efficiently.”
Heat maps and real-time traffic data
Intelligent Tracking Systems has partnered with m1nd-set to offer operators the capability to profile travellers’ shopping experiences and track their behaviours.
The data – collected via a passenger’s movement with the trolley and their interaction with the software – can be accessed in real-time, allowing retailers to tailor brand advertising and product promotions according to travellers’ profiles.
Heat maps revealed that the most-visited areas at San Diego International Airport were F&B units, followed by restrooms, retail and relaxation areas.
Blueprint Partner Thomas Kaneko Henningsen commented, “Airports can access – in real time – heat maps that visualise how cart users navigate terminals and shopping areas. This is a highly effective tracking capability as it empowers airports and concessionaires with regards to tailoring shopping experiences according to footfall, dwell time and geo-driven promotions.
“ITS carts positively impacted travellers’ spend and airport revenue. The map functions and menus saw a lot of interaction, while the concessions that advertised on the carts’ screens were the most visited.”
Henningsen added, “On average, passengers saw 5.5 ads per session out of the six to eight available on the trolleys. In addition, the carts’ data mining capability includes traveller surveys, enabling San Diego International Airport to access crucial shopper behaviour information. This is a game changer because airports can interact with their travellers on-site and in the moment.”
Pankoke added, “Mapping out the terminal ensures that travellers know where to go at all times while giving them nudges to spend on things they might like. The fact that the Airport Authority of San Diego International Airport now wants to prolong the partnership and roll out ITS more widely shows we have a winning concept here. We can’t wait to take it even further across the US where there is interest from a number of airports – and beyond.”
