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Case Study: Heathrow’s Customer Experience – How It Took Flight

Case Study: Heathrow’s Customer Experience – How It Took Flight

See how travelers in the UK’s largest airport get real-time information and offers from on-site stores.



One of the world’s busiest airports wanted to create a more seamless customer experience, and drive more revenue from the millions of travelers passing through it each year. Heathrow aimed to make its travel and shopping experiences more complementary and relevant, with a single view of each flier that enabled consistent, personalized marketing.


Working with Acxiom, Heathrow first created a single foundational layer of privacy-compliant customer data available to each of the airport’s separate business units—its rewards program, parking operation, retail stores and more. Then using identity resolution to recognize even anonymous fliers, the airport leveraged this comprehensive customer view across operations, along with newest location awareness technologies, to transform how they market to travelers.


  • Connected data from 23 sources and 200+ touch points
  • Now delivers customized travel and retail messages
  • Created a single connected experience from one connected brand

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