Submitted by Mike Grenville on Tue, 08 Jul 2008 11:56

By sending special offers to passengers waiting at the Bristol airport by text message there was a 50% increase in average spend in Tax & Duty Free stores.

Mantic Point, who provides white-label mobile services to the travel industry, has published a case study showing how mobile advertising increased passenger retail spend by over 50% at Bristol International Airport's Tax and Duty Free store.

To entice people into their store and to raise their average basket size, Bristol International Airport put together a special promotion for passengers who'd opted-in to the easyJetText service, offering a £5 discount to anyone spending over £35.

The Airport decided to target their offer at international passengers travelling on certain routes. The text message offer was sent to selected passengers around 2 hours before their scheduled departure time - catching people at just the moment when their interest in airport retail peaks.

Passengers redeemed the offer by showing their text message to the cashier. The cashier then scanned a barcode by the side of the till to record the discount in the point of sale system. They also recorded the passenger's flight number.

With the easyJetText that Mantic Point deliver, passengers opt-in to receive flight updates, reminders, and special offers on departure day via a number of text messages.

In a previous study , Mantic Point demonstrated how TTT Moneycorp achieved a 10.5% redemption rate with a mobile campaign promoting their foreign exchange services at London Gatwick and London Stansted Airports.

Related Articles: