Birmingham Airport, formerly Birmingham International Airport, is located just over 5 miles from the city of Birmingham in the UK. Birmingham is a leading European business and tourism destination at the centre of a £120bn regional economy. The UK Government recognises Birmingham as a national asset, key to UK aviation policy, delivering approx £1.1bn to the regional economy and £1.7bn to the national economy. As such, Birmingham Airport boasts over 13m passengers per year. The Airport has extended its runway which allows departing aircraft to fly further: In fact, over 340 long-haul global destinations are served either directly or via one stop from Birmingham Airport.
Birmingham Airports car parking system was managed by an external parking operator. This meant that the Airport had little physical control over its online parking revenue and poor visibility of customer and inventory information. With parking revenues increasing and passenger numbers growing, the Airport decided that it was time to take greater control of its digital income streams. It aimed to create a single online platform on which to sell a growing range of products and services, to maximise cross-sell and up-sell opportunities, and to optimise engagement with its customers. Essentially, the airport wanted to establish itself as an industry leading e-commerce business within its own right and required a powerful, robust and proven platform from which to sell its products; parking being the most popular of products sold.
The Airport chose Rezcomm’s Shop, Engage and Travel solutions to deliver an omni-channel e-commerce solution. The combined power of the solutions and their connections with various other third party software vendors, enable the airport to deliver a fully joined up solution that effectively connects customers with relevant products and services, in a timely fashion, all managed and controlled within one easy-to-use system.
Once the success of the initial e-commerce website was clear, Rezcomm worked with Birmingham Airport to develop their online product offering, adding pre-book coach parking and Immigration Fast Track access for inbound visitors to the airports e-commerce shop. Product development is ongoing, whilst the implementation of a comprehensive digital marketing strategy continues to deliver incremental parking and ancillary revenue to the Airport. Furthermore, the adoption of Rezcomm’s solutions have enabled the Airport to deliver significant savings on a number of levels, not least the reduction in its cost of sale and the savings associated with an improvement in its day to day operation.
Since engaging Rezcomm’s digital solutions, Birmingham Airport has been able to:
Deliver a fully joined up digital environment to increase its revenues and customer engagement
Provide its visitors and customers with a first class digital experience before, during and after their visit
Grow its client database and market share exponentially
Secure full control over its digital sales channels, pricing and digital marketing activities
Quickly add more products and services as they came online to enhance the passenger journey and increase per-passenger spend
Establish itself and as an e-commerce brand in its own right
Reduce operational inefficiencies and third party vendor costs using technical advancements
“Rezcomm really understand the airport industry and were able to grasp our business requirements quickly. Using their suite of digital solutions, they’ve developed digital and practical solutions to meet our objectives. They’ve always delivered projects
on time and to budget and they have always delivered measurable ROI. I would have no hesitation recommending them to any organisation looking to further develop their digital sales and marketing activity; they’re true innovators.”
Their approach is highly professional and I wouldn’t hesitate to recommend them to other organisations planning to expand their Digital Marketing.
Paul Sturgess - Group Commercial Manager
Regional & City Airports
Since Rezcomm technology has been utilised we have seen substantial year-on-year revenue growth.
Richard Gill - Head of Commercial
Increase revenue by selling pre book parking and any ancillary products or services in a single basket. Rezcomm’s beautifully designed, customisable shop effortlessly plugs into your existing website or app.Learn More
Consolidate all your data and gain deep customer insights, manage your customers experience, create personalised campaigns and manage content, with Rezcomm’s CRM, BI, Analytics and Marketing Solutions.Learn More
Consistent with Rezcomm Shop in its conception and user interface, Rezcomm Travel allows you to sell flights, hotels and holidays, or inspire your customers with beautiful destination content.Learn More
See for yourself why quarter of a billion passengers trust airports that use our ecommerce solutions. Rezcomm has everything you need to increase traffic, generate revenue and build loyalty - backed by a team that helps you grow.