The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal

With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An onsite mobile marketing experiment was conducted at a partner airport to explore how preference and/or locationbased mobile coupons could affect passengers' retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.

Automated summary

This paper studied context-aware mobile marketing strategies in the airport retail environment. The experiment results showed that mobile marketing can improve the efficiency of retail shopping but may not necessarily increase the spending amount. Randomly pushed mobile marketing information can keep passengers in shops for longer while context-aware mobile marketing is more effective in increasing the spending amount.