How to Effectively Utilize Digital Wayfinding and Signage Solutions in Airports
Sep 30, 2021
Airports are one of the most complex commercial spaces, but also one of the most relied upon for daily travel. Airport operation teams constantly work hard to improve the visitor experience and one big initiative is to provide passengers with guidance and information to help them navigate through the airport efficiently. The use of digital signage and wayfinding solutions within airports is common, but it's rare to see airports properly utilizing digital experiences to drive revenue and provide clear messages across their signage network.
This blog post will explore how indoor navigation and signage systems work at airports , what they include, their benefits over traditional methods, as well as their limitations so that you can decide if this is a good fit for your airport!
Keys to Implementing Digital Initiatives within AirportsWhen you integrate wayfinding and directory solutions with digital signage correctly, passengers should have a clear picture of real-time flight data and information about points of interest with easy-to-understand directions to their end destination. A big component of implementing a successful indoor navigation system is to show relevant information specific to each traveler and their current location within the airport. The solution becomes an asset to airport operations and travelers when you synchronize what is being shown on the wayfinding kiosk to other digital signage in the area. This can be accomplished through trigger-based messaging and what we would call "smart" signage.
A Personalized Experience with Offers and Digital Out of Home Advertising
When you extend the indoor wayfinding and navigation to a travelers mobile device, trigger-based offers and marketing messages can be utilized when travelers enter specific stores or areas of the airport. Using proximity marketing triggers helps promote deals and discounts and drive foot traffic to stores and restaurants. This is a powerful data-driven solution that connects with consumers at just the right time and place.
Personalization can be taken even further by sending notifications to individual travelers letting them know about nearby food options, and flight delays or gate changes. This information can help travelers make adjustments to their plans or itineraries before arriving at the gate, reducing stress and frustration.
With the use of large-format kiosks, an airport can use the wayfinding and directory kiosk to display DOOH (digital-out-of-home ads). These systems can drive revenue streams with targeted advertisements, allowing advertisers to reach their ideal audience. Additionally, reactive advertisements can be utilized within the wayfinding application that adjust based upon what a traveler is searching for. For example, if a traveler is looking for coffee they can be shown an advertisement for a nearby Starbucks.
By installing a microphone and camera into the kiosk enclosure, travelers can utilize the guest services button to have a two-way video call with a customer service agent. This feature can bring an additional level of customer service travelers need in order to have an enjoyable, stress-free travel experience.
Whatever the use case is, digital wayfinding and signage solutions provide airports with dynamic capabilities that take the experience to a level never seen in the past.
Tailoring Flight Data to Consumer DecisionsAirports have been using wayfinding and digital signage to guide their passengers for decades, but it's always lacked an experience that was personalized towards the user. Typically, these systems can be a data overload to a common traveler because much of the information they show is irrelevant. By combining FIDs (Flight Information Display Systems), travelers can access real-time flight data by scanning their boarding pass at the wayfinding/directory kiosk or via their mobile device. This is a huge improvement for travelers, as they can access flight and gate information with a simple scan of their boarding passes. Additionally, this technology has been implemented at baggage claim areas to show real-time location updates on luggage belts that are closest to carousels where passengers will be picking up their bags from.
Insights and Analytics that Improve the Experience:
The implementation of these types of systems comes with a vast range of insights and analytics that can be used to improve airport operations in many ways. One of the most beneficial aspects is that it allows airports to track and map passenger flow patterns throughout different areas of their airport. This helps gather information about where passengers are going, which routes they take when moving from place to place in the airport, how long it takes them to get through a certain area or terminal, etc.
The backend platform records all screen touches and becomes good data points for retailers and restaurant options. Similar to Google analytics, airports can determine their top-performing stores, restaurants, and more. For airports, this is an ideal tool because it can help them determine where they should put new restaurants or shops.
In conclusion, the adaptation to innovative digital solutions can be a huge boost for airports. Digital installations help airports become better destinations and increase the quality of passengers' experiences with highly personalized information. A properly implemented digital solution will allow airports to optimize their operations and improve customer satisfaction.
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