Great things happen when innovation is customer-led. Case in point: Melbourne Airport’s newest development – the luxury retail precinct at Terminal 2.

Believe it or not, MEL’s latest luxury addition was built directly on a foundation of customer insights.

We used segmentation to help our client understand their key customer groups or “segments” and identify their motivations and behaviours around flying and shopping at Melbourne Airport.

Chief of Retail, Andrew Gardiner says, “It’s like painting by numbers. Once your customers have told you what you want, surely you should go and deliver it. It’s quite simple, really.”

We’re proud to have conducted the research which informed the strategy behind the large-scale luxury development at T2.