One airport operator is making every journey personal for passengers

iGA Istanbul Airport creates personalized customer journeys using SAS^® MarTech solutions

In the fast-paced aviation industry, iGA Istanbul Airport, the company behind Istanbul Airport, has made its mark as a pioneer in delivering unparalleled customer experiences. After breaking ground in 2013, the first flight landed at Istanbul Airport in 2018. Since then, iGA Istanbul Airport has amassed an impressive collection of awards, including Condé Nast Traveler’s 2022 Best Airport in the World, ACI Transport’s Airport of the Year in 2022 and 2023, Overall Winner at the International CX Awards, and the prestigious Skytrax 5-Star Airport status. Istanbul Airport is Turkey’s largest airport and one of the biggest in the world, and it’s constantly finding innovative ways to exceed customers’ expectations.

With a vision to optimize customers’ digital experience, boost revenue via its mobile app and personalize interactions, iGA Istanbul Airport sought the help of SAS Customer Intelligence 360, as well as Partner Republic’s expertise in data-driven customer experiences, to fully realize a data-centric strategy.

In operating a new-age facility, iGA Istanbul Airport acknowledged the power of data and its potential to completely transform customer experiences. But with immense amounts of data at its disposal, the challenge was to find a way to draw meaningful insights and react in real time. SAS Customer Intelligence 360 and Partner Republic, SAS’ partner in customer experience design, were the answer. By harnessing their complex data infrastructure through SAS’ customer data platform capabilities, iGA Istanbul Airport was able to engage passengers with tailored offers across various digital channels. This strategic methodology allowed the company to deliver the right message, at the right time, to the right person, significantly enhancing the overall customer experience.

Making the mobile app personal

Before incorporating SAS Customer Intelligence 360, iGA Istanbul Airport’s mobile super app primarily functioned both as an information hub and allowing transactional operations where the passengers were triggering them. The integration of SAS Customer Intelligence 360 transformed the app into a potent revenue stream by empowering users to purchase service packages in-app. This newfound ease of transaction improved the customer experience and ignited the company’s profitability.

To further augment its mobile-centric digital customer journey, iGA Istanbul Airport embarked on a mission to cater to each passenger individually, addressing their unique needs at a microlevel. Analyzing behavioral, transactional, and declarative data, the company garnered deep insights into passenger preferences, enabling it to offer highly personalized solutions.

“SAS enhances our interactive mobile app offerings through seamless integration. We address passenger needs at a granular level by integrating proactive SAS solutions alongside our reactive approaches,” said Simru Delen Ipek, Head of Digital Service Development and Marketing.

One way the airport proactively improved its customer experience was by reimagining in-airport shopping. Visitors exploring retail and dining areas enjoyed in-app guidance via Augmented Reality (AR) shopping technology. With this technology, the airport steered users towards points of interest across the airport. During their shopping, customers were also able to get additional support through WhatsApp or virtual assistance services, made possible by SAS Customer Intelligence 360.

In support of the redesign of in-airport shopping, a Unifree Duty Free discount was offered after the passport control point to reduce the stress level of passengers, and journeys were designed to increase customer experience and loyalty.

Also as a way for the airport to proactively improve the customer experience, each passenger's journey was personalized according to stress level throughout the airport experience. Passengers were provided with guidance communications at airport points where they could benefit from iGA Pass services to save time on their journeys.

At points with high stress levels, passengers were directed to airport points where they could benefit from iGA Pass services to save time.

A mobile-centric and customer-centric passenger experience was also created by offering mobile payment advantages to passengers at parking payment points.

Streamlining passenger entry with iGA Fast Track service

At key locations, particularly at the terminal entrance gates offering iGA Fast Track services, beacon technology takes center stage. By seamlessly communicating with passengers' mobile devices, beacons provide real-time notifications, optimizing the entry process and saving valuable time for travelers navigating through the airport. The integration of beacon-triggered communications ensures that passengers are well informed about available services, enhancing their overall airport experience.

Transactional communication journeys

As part of its forward-looking strategy, iGA Istanbul Airport is in the initial stages of leveraging beacon technology for more transactional communication journeys. This includes real-time customer capturing capabilities, enhancing interactions with passengers based on their specific locations and preferences. The airport envisions expanding the use of beacon technology to provide additional services and notifications tailored to passengers' needs, further enriching their overall travel experience.

Maximizing mobile app engagement

Beacon technology extends its influence to the airport's mobile app, enhancing user engagement and satisfaction. As passengers move through the airport, the app leverages beacon signals to provide location-specific information, guidance and special offers. This dynamic interaction ensures that passengers receive relevant and timely information, contributing to a seamless and enjoyable travel experience.

To maximize the customer experience for the Istanbul Airport mobile app, customer satisfaction was measured within the app and feedback was collected from the passengers.

“Using data to create personalized offers for customers has allowed us to exceed their expectations and demonstrate our commitment to creating a customer-centric experience for every person who travels with us,” said Ipek.

Seamless customer journey with the iGA Pass yearly membership program

In addition to improving the in-airport shopping experience, iGA Istanbul Airport wanted to improve the traveling experience from the moment a person booked their flight. As a result, the company transitioned from bulk communications to targeted interactions tailored to each traveler.

iGA Pass is a membership model that offers comfort focused services such as airport lounge, fast track, buggy etc. Through its SAS solutions and in partnership with Partner Republic, iGA Pass ensures that offers are presented to customers at the right time and establishes personalized communication with iGA Pass members.

For instance, when a passenger books a flight, they receive iGA Pass Daily recommendations one day later. When booking a long-distance flight, passengers receive push notifications offering iGA Baggage Wrapping Service. Passengers making parking payments receive custom messages inviting them to purchase iGA Pass with valet services. These seamless and timely prompts ensure customers are getting the most relevant offers to improve their travel experience.

iGA Pass also provides participants with exclusive, in-airport benefits to make their travel experiences more comfortable with amenities such as access to iGA Lounge, iGA Buggy, priority check-in, upgraded parking and airport discounts. Ipek remarked, “We’ve seen significant benefits from this program, including a 15% revenue increase and 13% increase in iGA Pass program participation.”

“Collaboration with SAS and Partner Republic enabled us to modernize to deliver personalized and timely messages to passengers,” said Ipek. “Additionally, the automation provided by SAS has significantly improved our efficiency, allowing us to gain a deeper level of customer understanding through streamlined reporting.”

Voyaging to the future with data-driven innovation

iGA Istanbul Airport is excited to continue harnessing the power of SAS technology to further enhance its customer experience. Soon, İGA Istanbul Airport and Partner Republic team plans to work on the following topics:

• Leverage behavioral and RFM data to create audiences.
• Create new data integrations to gain further insights into passenger usage patterns.
• Deliver more personalized push notifications and in-app messages.
• Offer additional services based on flight times.
• While iGA Istanbul Airport is just started to use beacon and real-time customer capturing capabilities of SAS on further stages this technology will be in use for more transactional communication journeys.

These plans reaffirm iGA Istanbul Airport's commitment to using SAS technology to its maximum potential, ensuring a personalized, seamless, and delightful customer journey at Istanbul Airport.