Cleared for Take-off: SEA's 'Buy and Return' Campaign

SEA (Società Esercizi Aeroportuali) is one of Europe’s top 10 airport operators, managing both Milan Malpensa and Milan Linate airports. SEA’s scope goes beyond aviation operations; it includes managing and developing airport infrastructure as well as providing tailored commercial services to passengers and airport visitors. 

Despite recent challenges in the travel sector, SEA has shown resilience and forward thinking by consistently investing in innovative projects to enhance the customer experience. 

Just last year, in collaboration with Mapp, SEA’s digital team embarked on a transformational journey to revamp their customer engagement strategy. This involved the creation of marketing automation touchpoints that deliver high-value communications, resulting in a boost in customer return rates.

Charting SEA's Course to Re-engage

Among the primary hurdles SEA encounters is the task of re-engaging customers that have made a single purchase on their eCommerce platform. 

To tackle this challenge, the first step is understanding the complex buying landscape. It becomes increasingly difficult to retain travellers who are not loyal to a specific airport, but instead base their choices on flight fares. This makes them less likely to join loyalty programs.

SEA's 'Buy and Return' Campaign Boosts Autumn Sales

To boost online sales of airport services, especially during the Autumn season, SEA introduced the “Buy and Return” campaign.  

Commencing in August 2022, SEA collaborated with the Mapp team to craft a marketing automation system to encourage repeat purchasing. The system was set up to promptly provide customers with a discount code on the thank-you page after their purchase, which can be redeemed until year-end. 

The primary target audience for the campaign consists of individuals who have bought parking services. They are offered the opportunity to use the discount code for reduced rates on Fast Track and additional parking services through the group’s eCommerce platform. 

“Buy and Return” was seamlessly incorporated into both desktop and mobile platforms, and an impressive 72% of the revenue generated came from desktop usage. 

The very positive results achieved with this activity have allowed SEA’s e-channel team to envision the structuring of similar activities to increase service sales during low-season periods.