Los Angeles International Airport (LAX) is to use technology to track user behaviour and offer travellers offers and incentives to boost incremental revenues.
Servy, a hospitality service platform, and Airport Dimensions’ Connecta revenue growth and customer engagement system have partnered to enhance its Order Now digital marketplace.
Working with Unibail-Rodamco-Westfield (URW) Airports and Los Angeles World Airports (LAWA), the US airport has introduced a turn-key solution for shopping revenue growth.
It will track and analyse behaviours and engage consumers with real-time loyalty and marketing incentives to increase airport and concession partner earnings.
Order Now has been operational since 2020, enabling travelers and airport employees to order and pay for food and beverage and other products from retailers in the airport, before express pick-up collection from the outlets.
The addition of the Connecta platform brings together airport food and beverage, retail and services, including Servy, all under one umbrella.
This airport says the “singular point of engagement is a game-changing transformation for all stakeholders involved in the airport ecosystem”.
It added: “With a mission to enhance the overall traveler experience, gain deeper insights into consumer behaviors, and boost spending throughout the journey, the introduction of Connecta’s revenue growth platform redefines the airport commercial landscape, offering a seamless and unified solution for airports, their concessionaires, and employees”.
Jeff Livney, chief experience officer at Servy, said: “Through this expansion to our LAX Order Now program, Servy is continuing to push the capabilities of airport digital commerce, bringing various platforms and partners together to drive a better, more personalized guest experience, while driving commercial results for our airport authority, developer, and concessions partners.
“In partnership with Airport Dimensions and URW Airports, we are excited to offer this next gen digital marketplace program first at LAX and believe in its potential to be adopted widely at other airports.”
The next-gen LAX Order Now platform is supported by URW Airports, which develops and manages the commercial program for LAX’s six terminals, the Tom Bradley International Terminal and its new Bradley West Gates, as well as oversees the marketing and promotional efforts of LAX Order Now in partnership with Servy.
Dany Nasr, chief executive of URW Airports, said: “Our customers are our first priority, and offering a seamless experience is paramount to everything we do.
“We are invested in offering dynamic customer solutions across our Airports portfolio and it is only fitting that we begin at LAX with our broad reach of offerings across retail, services and food and beverage.
“This is a vital next step for our digital marketplace where we are pushing boundaries. We are excited for this rollout and what’s to come.”
Nancy Knipp, president Americas at Airport Dimensions, added: “We are excited to expand the Servy offering through Connecta at LAX. At Airport Dimensions, we are dedicated to finding new ways to meet the needs of travelers to make the airport experience more enjoyable and grow revenue for our partners.
“LAX is the perfect airport to expand this offering and we will continue to deliver innovative ways to bring together the physical and digital experience at the airport to meet traveler needs in our lounges and beyond.”
Bea Hsu, interim chief executive of Los Angeles World Airports, said: “We are proud to be the first airport to introduce and utilize the technology behind the innovative Connecta platform as we expand the capabilities of our LAX Order Now program.
“The digital marketplace we are building upon offers our guests a more personalized airport experience. In addition to passenger convenience, it also helps grow our concessions program, benefitting the small and minority-owned enterprises that are part of our airport’s diverse concessions program.”