Heathrow Airport Boutique
I still remember the last time I landed on the Heathrow Airport in 2012. I was on my way to the Middle East in order to organize a conference. From Vancouver, I first flew over to Toronto, and then from there I took another connecting flight flying to Heathrow. At that point, it had already been around 20 hours after I had left Vancouver, and I was feeling absolutely exhausted from long and painful ride on an economy seat. But scenery of Heathrow airport was impressive enough to wake me up; I recall becoming overwhelmed by the gigantic size of the airport, because I had never seen any airport as big as Heathrow before (it’s 6th biggest airport in terms of passenger traffic).
In November, 2012, just a few months after I came back from London, Heathrow Airport launched Online Heathrow Boutique (http://boutique.heathrow.com) to target Christmas season travellers, enabling customers to shop online and reserve items in the airport duty free shops. In order to maximize the sales of its new online Boutique, Heathrow spent a lot of effort in PPC, SEO of its website and Social Media Network (mainly Twitter). It used retargeting approach to focus display of its ads to those who have been to Heathrow website, or have already purchased airplane ticket.
During the four weeks of the campaign, reservation of items increased by 200%, pick up increased by 97%, and sales increased by 68%. Twitter followers also increased by 6% as well.