The Auckland Airport redesigned their website to increase awareness of retail offerings and convert more passengers to shoppers. They focused on personalization and engagement to showcase products and drive leads. The new design featured personalized search, category filters, and dynamic content. Engagement plans were created to send reminders and collect feedback. This led to a 400% increase in retailer referrals and an 84% rise in content views within the retail section. Key learnings included having a digital roadmap, designing with personalization in mind, and tracking everything.

1. Up, Up and Away!
Auckland Airport Takes Off with Website
Personalisation

2. Housekeeping
• We are recording today’s webinar and will share the recording
and slides in the next 48 hours
• Please ask questions! There will be time for Q&A at the
conclusion.
• Feel free to tweet at #SitecoreLive

3. Featured Presenters
Ajay Dutta
Claire Stewart
Online Manager
Auckland Airport
Digital Business Director
Bullseye
Hady Osman
@hadynz
Senior Digital Consultant
Datacom

4. Please feel free to post any
questions in the chat box on your
webinar tool bar.

5. Overview
1. Project background
2. What did we want to achieve?
3. The Design Process:
• Customer Experience and Visual Design
• Personalisation & Engagement Plans
4. Under the Hood
5. Results & Key Learnings

6. Project Background

7. Auckland Airport Retail
Retail
Other

8. Auckland Airport Retail
The Goal: Convert Passengers into Shoppers

9. The Challenge
• There is a lack of awareness of the brands, products and range of shops available.
• We are not the retailer - merely the shop window
Retailer
•
•
The old website was designed as an
information and passenger facilitation
portal and did little to raise awareness
of our retail offering or to showcase the
airside shopping experience
Our existing Sitecore CMS platform
was being under utilised

10. The Opportunity
• Increase awareness of available Products, Brands, and range of shops at the Airport
• Prime shoppers for their Airport visit, so they make time for it.

11. The objectives of the new website
• Create an engaging experience that ultimately generates more leads for our retailers.
• Design and Functionality should make it easy to search, browse, discover and share content.
• The solution must have low operational overheads

12. Customer
Experience Design

13. So where did we begin?
Firstly we ran customer experience workshops where we
defined our customer “stories”:

14. We summarised our audience goals
Outbound International Traveller: Robyn
Goals - Pre travel
•
•
•
•
•
•
•
•
•
•
•
Demographics
•
•
•
45 years old
Business professional
Lives in Auckland
Motivations
• Health
• Friends
• Holidays
Goals - Post travel
Influences
• Word of mouth
• Colleagues
• Media
Digital savvy
1
1 – lowest : 5 - highest
Is it cheaper to get my duty free at the airport?
Will the airport shops have the specific product I want, will it be in stock, can I pre-order it?
What food options are at the airport?
What shops are there beyond DFS/ Duty Free?
How much duty free product can I buy?
Remind me what the security requirements are for liquids, aerosols and gels.
Can I get foreign currency at the airport (one thing I can do while I’m waiting to board)
Can I get lounge access?
Have I allowed enough time?
Should I drive and park? How much will that be?
What can I do with my friends before I go through customs?
5
•
•
•
•
Make it easy for me to plan my next trip to the airport.
Tell me what product specials or offers are relevant to me.
Let me provide feedback on my airport experience.
Can I pick up my duty free on return?

15. We planned where we wanted to be on
the Sitecore maturity index
2013
2014
2013
On the Sitecore
Digital Maturity
Index the aim with
this project should
be to shift
Auckland Airport
closer towards to
the
tactical/optimising
area through:
- Multichannel
- Analytics
- Development of
engagement
plans
- Rules based
personalisation

16. We undertook wire framing with DMS IN MIND
• From the beginning we strategized about how the DMS
would play a role in our redevelopment project.
• Change content based
on knowing a search
term someone had put
into Google.
• Personalise content
based on customer
location (changing
language based on IP).
• Do multi-variant
testing.
• Personalise content for
marketing campaigns.

17. Visual Design

18. The customer experience led the design

19. A creative search solution

20. A visual shop experience with category filters

21. A mouth watering way to showcase food

22. Flexible product and brand pages

23. It’s all about tracking!

24. Create personalised wish lists and share…

25. Digital Marketing

26. Live example: campaign personalisation
• Personalised Benefit campaign page. Promoted after
customers had read online advertorial for Benefit launch.

27. Live example: campaign personalisation
• Customers who clicked on our display advertising saw
different on-site creative which matched the campaign.

28. Search based personalisation

29. Setting up campaign personalisation (high-level!)
Site must be developed using the page editor
Areas you want to personalise need to be pinpointed before development.

30. Setting up campaign personalisation
Set-up the personalisation condition by clicking on the people icon. Choose the
condition you want and point it to the content

31. Creating triggered communications
• Utilizing the Sitecore DMS we set up two engagement
plans.
• Don’t bite off more than you can chew!
Complex: high business
value
Car park Booking
Engagement
Plan
Simple: quick business
win
Feedback
Engagement
Plan

32. Car park engagement plan
The engagement funnel:
•
A customer books a car park online
•
This information is fed into the CRM.
•
Sitecore picks up this information and places
the customer into the car park booking
engagement plan.
•
Sitecore now knows which car park was
booked, if the customer is international or
domestic, if they have booked the lounge etc.
•
24 hours before they travel a reminder email
with personalised offers.

33. You can monitor where people are in the funnel

34. Feedback engagement plan
The engagement funnel:
•
A customer sends in a contact us request.
•
They get put into the Feedback Engagement
Plan.
•
When 72 hours has past the customer gets a
follow up email asking them to rate their
customer service experience.
•
All information gets synced to the CRM
system where feedback reports can be
generated.

35. Customer feedback drives business insight

36. All this data syncs to Microsoft Dynamics CRM
Single source of truth
•
Microsoft dynamics is the single source for all
data whether it’s website enquiries, analytics,
customer satisfaction feedback, car park
booking etc.
•
This will be developed in future projects to be
a repository of information used by customer
service representatives.

37. How is the ECM used?
• For Auckland Airport the ECM is used to manage campaign email.
• There is a distinct difference between campaign email and triggered
email.
• Triggered email comes from analysing customer behaviour and
communicating with customers off the back of a known action e.g. as
described in the car park engagement plan.
• Campaign email comes from a customer subscribing to an email
marketing list and in this instance engagement plans are not required
(it’s a simple two set process).

38. Moving towards better measurement
•
We are working on rolling out the ECM V2.0
which requires an upgrade to Sitecore 6.6 or
higher (currently on 6.5)
•
This will provide a wizard campaign manager
interface which enables easier management
and review of email campaign.

39. Messages are easier to manage

40. Data is easier to analyse

41. Technical insight of solution
Under The Hood

42. Data Structures
•
•
JSON
ZIP
Sitecore
Administrator
HTML
Retail Structures
Retail Shops
Location
Products
Brands
Showcases

43. Sitecore Item
Metadata Search
Chanel
Title
Body
Images
Sitecore Item
JR Duty Free
Title
Body
Images
Keywords
chanel

44. Geospatial Personalisation
192.168.50.2
Static Lookup Tables
China
Australia
New Zealand
221.129.0.0
221.159.0.0
…
124.197.40.52
125.197.40.52
…
124.197.40.52
125.197.40.52
…
GeoLite Free
Database

45. Event Tracking – Google Analytics
Phone
Call Us
Category=JR/Duty Free
Action=Click
Label=Phone
Category=JR/Duty Free
Action=Click
Label=Website
Category=JR/Duty Free
Action=Click
Label=Map
Phone
0800 22 33 65

46. CRM Integration
Contacts
Groups
Sitecore
CRM Connector
Example
Premium Travellers
Contacts
Marketing List
All Users
Who are Business Class Travellers
Who have Covered Parking
Who have travelled in the last 30 days

47. CRM Integration
Contact Us
Other General Support
Social
Customer

Inquiry
Email

CRM

Parking Booking
Retailer
Lounge Booking
CSR

48. CRM Integration
Contact Us
Other General Support
Social
Customer
Inquiry
CRM
Email
Parking Booking
Lounge Booking
Retailer
CSR

49. CRM Integration
Contact Us
Other General Support
Social
Customer
Inquiry
CRM
Email
Parking Booking
Lounge Booking
Retailer
CSR

50. Results

51. Results
Since launch, we have seen a 400% increase in referrals to retailer websites.
Email leads to our retailers have also been on the rise.
Do you
sell?
Email Enquiries to Retailers
At what
price?
Can I
reserve?
May
June
July
Aug
Sep
Oct
Nov

52. Results
Event tracking setup across interactions within the retail section of the website
gives us further insights around user engagement .
Phone /
Email
referrals
Sharing via
Social or
Email
Wishlisted
Products &
Brands
Top 10
Categories
Browsed
Keyword
searches

53. Results
Content viewed
within the retail
section has
increased by
84%
Bouce rate
reduced by
13%

54. Key learnings
• Having a digital roadmap in place along with how this project aligned
with it, helped get buy in from stakeholders.
• Design with Personalisation with Mind
• Be customer lead and not capability lead
• Strike a balance between your desired customer experience and
overheads you are taking on when delivering it.
• Do your research around Sitecore integrations with:
• CRM connector
• MTA
• MaxMind
• Track Everything.

55. Questions?

56. Reminder
We have recorded today’s webinar and will share the recording and slides in the
next 48 hours
Enjoy your day!