OSF Digital Empowers Gatwick Airport to Innovate Customer Experiences

Airport Commerce Transformation

Gatwick Airport is the U.K.’s second largest airport and the most efficient single-runway airport in the world. Pre-pandemic, Gatwick Airport served more than 228 destinations in 74 countries for over 46 million passengers a year on short and long-haul point-to-point services. It is also a vital piece of the UK’s national infrastructure and major driver for both the regional and national economies.

Gatwick had some significant challenges to overcome as part of its digital transformation. Its legacy parking system was difficult to work with for marketing, pricing and segmentation. The company was dealing with a lot of separate systems working in silos, and its existing Salesforce Clouds were not being used to their full potential due to data quality and supply. Gatwick’s call center was overburdened since customers could not cancel or amend their parking orders. Additionally, the company lacked system ability to implement long-term plans for retail click-and-collect mixed with parking and other airport services.

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“At Gatwick Airport, we put customer experience at the center of everything we do. That’s why we needed to propel our technological ecosystem and ensure we’re able to deliver the highest level of digital commerce experience. With the help of OSF Digital, we’re providing a seamless self-service experience and driving our customer loyalty. Our service team also has become more productive. With complete customer profiles in a single place, the service team can resolve cases faster and more efficiently.”
Nick BatchelorIT Director at Gatwick Airport

TAKING AN INNOVATIVE APPROACH TO AIRPORT COMMERCE

OSF Digital implemented Salesforce Commerce Cloud and customized it specifically for parking orders. We implemented a parking pricing and selling system that does not use any specialist or third-party system to sell airport parking and associated services. Furthermore, our implementation and integration work empowered Gatwick’s customers to cancel and amend their bookings, including changes of dates, registrations and products.

OSF Digital took a multicloud approach to provide Gatwick a single view of customer data. We connected Gatwick’s Salesforce Commerce with Marketing and Service Clouds, feeding structured sales and customer data to Marketing Cloud, and enabling agents to login on behalf of customers in a seamless way.

Gatwick now can send smart upsell offers to customers and maximize capacity or make better margins as a result of a few intelligent messages. Additionally, since customers can now self-serve to cancel and amend their orders on their own, Gatwick’s service agents are freed up to help customers with more complex issues.

THANKS TO THE HIGHLY INNOVATIVE USE OF SALESFORCE COMMERCE CLOUD, OSF DIGITAL HELPED GATWICK:

DELIVER INNOVATIVE DIGITAL COMMERCE EXPERIENCES
to customers by offering a variety of parking booking options
PROVIDE MORE PERSONALIZED COMMUNICATIONS
to customers and increase their engagement and loyalty by leveraging in-depth customer profiles
INCREASE SERVICE TEAM PRODUCTIVITY
by providing complete customer profiles in a single place

EXECUTE INTELLIGENT, TARGETED MARKETING CAMPAIGNS
to customers, rather than blanket approaches
HONE PRICING FOR DIFFERENT SEGMENTS
and test new pricing to continually ensure optimal prices are being offered
EXPAND OFFERINGS TO CLICK-AND-COLLECT
and other airport services, adding to the richness of data and ability to market intelligently across the platform