The Chronicles of THINK: Cairns Airport • THINK Global Research

In celebration of THINK’s 10 year anniversary, we are showcasing 10 years of our work and the fantastic clients we have worked with along the way.

Today, we are putting the spotlight on a truly exceptional leader and trailblazer in the retail and aviation space – Tracey Groves, Chief Commercial Officer – Retail, Transport and Property. Together, we collaborated on a landmark segmentation for Cairns Airport with insights that informed strategy across all airport divisions. Instead of telling you what the impact was, in true customer-centric fashion, we’re letting our clients show you!

What we did: Traveller segmentation, digital marketing strategy, stakeholder feedback brand strategy, tactical communications strategy and style guide

How we did it: Applied THINK’s proprietary segmentation methodology to segment 2,000 international and domestic travellers; persona profiling; spend analysis; retail configuration; in-depth stakeholder interviews; brand health assessment and strategic refinement

What was the impact: “Through the customer research and segmentation, THINK gave us the insights to be able to respond to our customers’ needs through creating a new, customer lead retail strategy and execution plan. Our go to market communications plan and stakeholder feedback enabled us to better understand the needs of our broader stakeholder groups, which informed our customer-led communication strategy.” – Tracey Groves: Chief Commercial Officer – Retail, Transport and Property

Stay tuned for our next #ClientLoveSeries post!