Colombia. Through adopting digital technologies, airports have been actively exploring tools to further configure the delivery of their overall customer experience. Since customer experience remains the primary goal, airports seize opportunities to provide efficient messaging, real-time information, personalized services, and self-service. Airports are eager to find out what comes next, when the digital revolution takes off.
Airports maintain some key priorities when managing their customers' journey. From the parking lot to the track, every step is carefully planned and managed. Being proactive in reducing stress, keeping people informed, entertained, and engaged can result in an overall positive experience, encourage customer loyalty, and help relieve the stress often associated with travel.
Entertain
Between the queue for check-in, luggage, customs and boarding at the boarding gate, most of the time spent at the airport is used to wait. Digital signage is known to help reduce perceived wait time by up to 35 percent, so implementing displays in waiting areas is key. Broadcasting news, sports, videos and weather updates throughout an airport can entertain passengers as they wait for their flight or help distract them in case of delays.
Taking even more advantage of content streaming: Airports are beginning to explore the implementation of screens as digital art works, creating environments that help escape the confines of the airport. More recently, Changi has built-in LED displays, one measuring 70 by 5 meters with a pixel pitch of 60 millimeters and the other 10 by 6 meters and a pixel pitch of 4 millimeters. Impressive displays are integrated into the centralized security control area and exit transit zone for maximum exposure and to help integrate entertainment through wait times. The artwork has been carefully developed to include picturesque scenes, animations, and fluid geometric shapes in a 24/7 cycle.
Inform
Walking through an airport can be confusing, frustrating, and stressful. Digital signage can provide unambiguous and easy-to-find guidance for visitors who may be struggling to make a flight or try to locate a cup of coffee. Not only is it useful in helping passengers get to their destination in a timely manner, but it's also valuable to airport staff and overall operations. Wayfinding signage remains a priority in flow management and efficiency across the airport, and digital technology provides greater reach to elevate these communications across different platforms.
Providing an interactive kiosk with a detailed map and step-by-step directions will allow your visitors to reach their destination more efficiently, while allowing employees to do their jobs more effectively. An interesting example of airports embracing digital is Brisbane Airport Corporation's recent interactive kiosk installation: Taxi Fare Calculator. The kiosk provides a simple platform for visitors to find out how long and how much it will cost to get to their destination.
Safety is also a top priority for airport authorities. Digital signage can act as an emergency alert system, raising awareness of urgent situations throughout the airport. Through a centrally controlled system, critical messages can be sent immediately to all digital displays, improving the ability to respond to any situation and communicate with customers accordingly.
Hire
Airports can keep content sources fresh with branded and user-generated content. Engagement can be achieved by sharing photos, hashtags, brand activations, and exploring possibilities with VR. There's no denying the power of social media, with over 3 billion active users on various platforms around the world. Taking advantage of the classic starting selfie, airports can create a physical Instagram moment, which will not only provide free marketing, but increase customer engagement. If done right, leveraging social media can help build trust, attract visitors, and generate traffic to airport or advertiser social media.
Increasing visual communications within an airport can only have a positive impact on operations and passenger flows through the terminal. Digital communications at airports that improve the level of visibility of the airport in terms of the services available can only be an important source of competitive advantage. With this in mind, airports should consider implementing a variety of digital signage across terminals to manage passenger expectations and improve the visitor experience.
The airport environment also offers an advertising opportunity like no other. With high passenger traffic, high dwell time and great excitement, 42 percent of passengers are more likely to make an impulse purchase. Increase revenue from airport duty-free shops, restaurants and bars through pre-flight and gate promotional offers.
Text written by the Colombian company Enfoko.
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