IMPACT

Sydney Airport, is the busiest airport in Australia, serving as a major gateway for both domestic and international travel. With three terminals, it boasts a wide range of amenities and services, including numerous retailers, with over 300 shops, restaurants, and duty-free outlets available to passengers.

OVERVIEW

THINK Global research has worked with Sydney Airport since 2010 across a variety of projects such customer segmentation on retail, parking and travellers; parking preferences; choice modelling; passenger value and more.

What came next was our largest piece of work with Sydney Airport – a customer-centric segmentation refresh. THINK Global Research spoke to more than 20,000 travellers, allowing insights into their preferences and behaviours to emerge.

The segmentation refresh revealed trends and evolutions from our previous segmentation research within the customer base. These insights provided a deeper understanding of the changing preferences among growing segments of passengers.

The segmentation refresh also helped to uncover specific duty-free subsegments within Sydney Airport’s customer base. By examining their shopping habits and preferences, THINK identified distinct customer groups with unique demands and preferences when it comes to duty-free shopping.

Moreover, the segmentation refresh built upon other bodies of work, further enhancing the understanding of the customer landscape. By combining these insights from our work in identifying what was value for money for customers, parking preferences, and international retail, Sydney Airport had a comprehensive understanding of their customers.

This enabled Sydney Airport to make informed decisions and tailor offerings to meet the evolving needs and expectations of customers, with tailored insights across different business units.

METHODOLOGY

Customer Journey Mapping; Segmentation; Choice Modelling; Price Elasticity; Quantitative Analysis; Customer Profiling; Mosaic Overlay; Market Size; Net Promoter Score.

FOR THOSE THAT LIKE THE DETAILS

Visit the Sydney Airport website