TheMoodieReport.com

TheMoodieReport.com: "UK. In a fascinating address to airport executives at the ACI Europe Airport Trading Conference in London today, BAA Retail Director Stephen Nelson urged the industry to embrace technology to stay ahead.

Nelson, who has been in the BAA job for six months following a career at UK grocery chain Sainsbury's, said the airport retailing industry was relying on passenger growth rather than its own ambition, and was not focused sufficiently on converting customers to spend.

He identified two major problems facing the industry:

- 'Psychic Abuse':

'Customers are not feeling individually treated; they are not feeling listened to and they are not sufficiently excited. We must heal this psychic abuse,' Nelson told delegates.

- 'Time Abuse':

'Long queues and unclear signage mean we abuse travellers' time,' he added. 'Time is very important and we must reduce time abuse.'

Stressing the power of personalisation, he said '[turning the airport into] ski slopes and jungles are not getting at the issue'.

Research had shown that 93% of BAA's customers travel through the airport with mobile phones. In order to make customers feel unique, BAA could send personalised messages to people's phones with prompts about goods to collect at the airport, or could send information about shopping vouchers or special offers.

Harnessing the power of customer feedback was also a key factor, he said. He urged retailers to demonstrate a 'real-time response' by installing electronic pads on the shop floor or beside tills, for example, as seen at Marks & Spencer in the UK high street. The tills ask consumers questions and enable their feedback to be sent to the retailer instantly.

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