Airports and passengers have common goals in mind – process quickly and progress smoothly. Arriving and departing passengers being able to move efficiently and effectively through the space with minimal stress is a critical determinant in airports providing an effective service experience. With the objective of delivering the highest levels of customer service, the utilization of proven communication tools is a vital component in the overall service process.
Traditional static signage and innovations in digital signage both play a key role in ensuring clear wayfinding communications within and around the airport precinct. There are a number of key customer touchpoints that can be leveraged to deliver an integrated approach with effective signage key in enabling customers to experience a trouble-free journey.
Often the first touch point for travelling customers, managing customer flow in and out of the car park is a crucial first impression. Digital car park technology has come a long way, with digital screens enabling an interactive navigation journey to available car parks on arrival and smoothly exiting the car park on departure. With emotions often heightened before travelers get through the doors, smarter car parks with relevant messaging is key in the efficient traffic flow through an often-critical income space.
While the logistics of an airport are complex, using intel from passenger patterns and flight information allows the design and integration of digital signage assets to streamline the passenger processes. Utilizing information, design and an understanding of the customer journey, allows for the airport to answer passenger questions before they to ask them. Clear directional signage for a large outflow or influx of passengers to the correct gate or towards the exit can be significant in minimizing stress and the chance of delay.
Further assisting in streamlining passenger flow is the capacity for digital signage to deliver messages that are culturally relevant and in a broad range of languages. Research conducted by Leib et al, found an overwhelming preference for both Chinese and American passengers to navigate airports accurately with signage integrating both words and symbols. The research also found there was noticeable differences amongst the cultures, in the way they received and processed wayfinding information. With the integration of traditional static signage, digital signage, and an understanding of the market, airports can choose to utilize their signage as critical design features to deliver a passenger experience that recognizes the culturally diverse nature of an airport.
Passenger flow through airports is not only a top priority, it is their core business. It is in the best interest of all parties for passengers to be able to quickly and easily navigate to their flights and on towards their destinations. Managing the passenger experience using intelligently designed out signage strategies, integrating both static and digital technology, is essential in driving an enhanced passenger experience and return business.
Spotlight on Melbourne Airport
Melbourne Airport is Australia’s busiest 24/7 airport, with over 36 million passengers transiting through in FY18. The year also saw the addition of six new airlines and six new destinations. This growth, together with forward projections in handling capacity needs has seen the demand for the airports integrated technology to be intelligently designed, forward thinking and future proofed. Digital signage plays a key role in Melbourne Airports system for the future, with the recent addition of two new LED’s.
These 2.88-meter by 0.96-meter and 2.88-meter-by-1.22-meter screens are situated in heavily trafficked walkway areas, navigating customers to and from key checkpoints, including the car parks, check in desks and gates.
The fine pitch LED allows for a crisp image to not only display relevant and informative passenger content and wayfinding information but also has the capacity for targeted internal and external advertising opportunities.
As featured on Digital Signage Today.