SEA - Aeroporti di Milano

Intelligent loyalty program improves passenger service and airport experience

Published on 23-Aug-2010

Validated on 13 Dec 2013

"Prior to SEA’s launch of the SEAMI loyalty program, passengers entering the airport were anonymous. Now, each member of the program is recognized upon entering the airport, and treated as a preferred guest, complete with recognition awards." - Fabio Degli Esposi, CIO of SEA Milan Airports

Customer:
SEA - Aeroporti di Milano

Industry:
Travel & Transportation

Deployment country:
Italy

Solution:
Selected Business Solution (sBS), Business-to-Consumer, C-Suite Framework, Customer Relationship Management, Dynamic Infrastructure, Express, Geographically Distributed Development , Optimizing IT, Retail Store Solution, RISV Solution

Smarter Planet:
Smarter Transportation

IBM Business Partner:
ICTeam S.p.A.

Overview

SEA is the Italian airport management company that manages Milan Linate and Malpensa and their services. SEA’s tasks are focused on airport centralized services such as landing coordination, informatics system and enquiries based on information given by airlines, security and commercial services supplied through third party concessions. SEA has the task of projecting, building and managing the infrastructure of the Linate & Malpensa buildings and does the same for other airports too.

Business need:
SEA, the company that manages the Milan Airport, wanted to improve passengers’ experience in the airport. By improving services such as faster check-in and seat assignment, passengers would have more time to spend in the shopping area.

Solution:
SEA worked with IBM to implement SEAMI, a customer experience and airport loyalty program. It provides a personalized passenger experience throughout the Milan Airport. The program is administered via a membership card, read by RFID readers in the airport. The system automatically loads customer purchase data, allowing customer segmentation, customer spending analysis and traffic management analysis.

Benefits:
· Enables SEA to target passengers/members with specific marketing promotions and opportunities based on the data analysis provided by the system · Can be used to manage retailers and rents based on traffic information gathered from readers throughout the airport · Provides personalized service and benefits to passengers/members, immediately and transparently, thanks to the RFID technology behind the solution

Case Study

SEA is the Italian airport management company that manages Milan Linate and Malpensa, (the main airports for Northern Italy) and their services. SEA’s tasks are focused on airport centralized services such as landing coordination, informatics system and enquiries based on information given by airlines, security and commercial services supplied through third party concessions. SEA has the task of projecting, building and managing the infrastructure of the Linate & Malpensa buildings, and thanks to these capabilities SEA studies and projects infrastructures for other airports too. Linate and Malpensa are part of an airport system that offers worldwide connections and contributes to the country’s economic and social development.

The Need
SEA, the company that manages the Milan Airport, wanted to improve passengers’ experience in the airport. By improving services such as faster check-in and seat assignment, passengers would have more time to spend in the shopping area.

The Solution
SEA worked with IBM to implement SEAMI, a customer experience and airport loyalty program. It provides a personalized passenger experience throughout the Milan Airport. The program is administered via a membership card, read by RFID readers in the airport. The system automatically loads customer purchase data, allowing customer segmentation, customer spending analysis and traffic management analysis.

What makes it smarter
· Enables SEA to target passengers/members with specific marketing promotions and opportunities based on the data analysis provided by the system
· Can be used to manage retailers and rents based on traffic information gathered from readers throughout the airport
· Provides personalized service and benefits to passengers/members, immediately and transparently, thanks to the RFID technology behind the solution

For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at:
ibm.com/travel and transportation

Products and services used

IBM products and services that were used in this case study.

Hardware:
Power 520 Express, Power Systems running i, SurePOS 300 Express

Software:
WebSphere Application Server, DB2 Performance Expert Extended Insight Feature for Linux, UNIX and Windows, DB2 High Performance Unload

Service:
GBS Strategy and Change: Business Strategy, IBM Global Business Services, IBM Global Services

Legal Information

© Copyright IBM Corporation 2010 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States August 2010 All Rights Reserved IBM, the IBM logo, ibm.com, Power and Power Systems are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.