Company: Istanbul Airport
Company background: iGA Istanbul Airport, the largest infrastructure project in the history of the republic, put its first phase into service on 29 October 2018 and has been welcoming passengers at full capacity since 6 April 2019. iGA Istanbul Airport, Türkiye's gateway to the world, continues its operations as a significant global hub, connecting the Asian, African, and European continents through Istanbul, which is the "meeting point" of different countries and cultures. In addition to the many awards it has received so far, iGA Istanbul Airport has been awarded "Best Airport of 2023", "Best Airport Shopping Experience in the World" and "Most Family Friendly Airport in the World" by Skytrax. It was also named "Best Airport over 40 Million Passengers in Europe”, “Most Enjoyable Airport in Europe” and " Cleanest Airport in Europe" by Airports Council International (ACI). The main goal of iGA is to make Istanbul Airport the world's leading aviation center. Covering an area of 76.5 million square meters, and only 35 kilometers from the city center, iGA Istanbul Airport is planned to be completed in four phases. Already providing service as part of the first phase with 5 operational runways, a terminal building with a capacity of 90 million passengers, and an Air Traffic Control Tower; iGA Istanbul Airport is expected to reach an annual passenger capacity of 200 million people once all phases are completed.
Contact: Simru Delen İpek
Title: Head of Digital Service Development and Marketing
Country: Türkiye
Award Category: Innovative Problem Solver
Tell us about the business problem you were trying to solve?
Istanbul Airport aimed to address a critical business problem: enhancing the passenger experience while overcoming the challenges of reactive communication and limited revenue streams in the airport environment. The key issues included personalizing services for passengers, effectively tracking their movements, analyzing behavior, providing clear guidance within the airport, and leveraging opportunities to increase revenue. These challenges were significant obstacles in iGA's mission to deliver a seamless and enjoyable experience to its passengers, prompting the need for innovative solutions to enhance customer engagement and overall satisfaction.
How did you use SAS to solve that business problem? What products did you use and how did you use them?
Leveraging SAS and its advanced analytics, we revolutionized our approach at iGA, shifting from reactive to proactive communication, particularly through our mobile app. Utilizing SAS Customer Intelligence and beacon technology, along with SAS Event Stream Processing, we were able to facilitate real-time responses and proactive engagement. This transformation allowed us to focus on "customer moments" through beacon cases, offering targeted guidance and creating opportunities to meet customer needs while generating additional revenue streams.
The integration of SAS solutions enabled seamless passenger tracking and the digitalization of their journey. By harnessing declarative, behavioral, and transactional data of passengers, we could create real-time personalized communication, utilizing push notifications and in-app messages. This strategic use of technology not only reshaped how we engage with passengers, enhancing their overall experience, but also streamlined airport operations, marking a significant advancement in our operational and customer service capabilities.
What were the results or outcomes?
The integration of SAS solutions at iGA has yielded remarkable outcomes, as reflected in an impressive overall rating of 4.58 (out of 5) obtained from votes in the last two months through the 'Rate This Experience' function recently embedded into the app via SAS. This achievement underscored the significant enhancement in the passenger experience and efficiency in airport operations. The implementation of 41 distinct SAS use cases not only yielded a substantial amount of revenue but also saw a noteworthy increase in package sales, particularly following targeted communication efforts. The success of these initiatives was largely attributed to the proactive communication strategies enabled by SAS use cases and beacon technology, which were instrumental in refining the customer experience and creating new revenue opportunities.
The role of SAS in transforming iGA's approach was multifaceted. Personalized, real-time interactions became more prevalent, improving the management of passenger flow and the delivery of pertinent information. This data-driven strategy optimized offers and promotions, tailoring them to individual passenger needs and behaviors, and provided a deeper understanding of passenger preferences. The result was a noticeable improvement in revenue generation, demonstrating the effectiveness of integrating advanced analytics and proactive communication strategies in enhancing both the passenger experience and the airport's operational capabilities.
Why is this approach innovative?
The approach is innovative due to its comprehensive integration of advanced analytics with mobile app functionalities to tailor the passenger experience. The use of real-time data to offer personalized guidance and promotions represented a significant step forward in creating a digital journey that begins before arriving at the airport and continues throughout the airport experience.
Moreover, our approach stands out for its proactive use of SAS tools in crafting personalized communications, diversifying revenue streams through beacon strategies, and proposing the establishment of an Exclusive Club. This innovative method not only addresses current challenges but also positions iGA for long-term success by fostering loyalty and satisfaction.
What advice would you give to new SAS users?
For those new to SAS, it's essential to tailor the tools to the specific requirements of your business challenges. This involves a deep understanding of the nuances of your business problem and focusing on the needs and behaviors of your target audience. Investing time in mastering SAS Customer Intelligence is key for personalized communication, while utilizing SAS Event Stream Processing is vital for real-time responsiveness. Integrating SAS solutions with existing digital platforms is crucial to create a seamless experience, ensuring that you leverage the full range of SAS capabilities for comprehensive data analysis and real-time application.
It's also important to maintain a dynamic and adaptive approach to analytics solutions, continuously exploring the evolving features of SAS. This proactive engagement allows for the maximization of SAS tools' benefits, tailored to your unique business challenges. Employing both reactive and proactive strategies to enhance customer experience is recommended. Regular review and adaptation of these strategies, based on data-driven insights, will ensure that the solutions remain effective and relevant in addressing the ever-changing business landscape.
