Case Study: Heathrow achieves personalised, real-time engagement for 76 million passengers with Acxiom

Inside Heathrow’s Incredible Customer Experience Operation

Heathrow Airport Limited faced a massive people‑based marketing challenge: 76 million annual passengers moving across separate business units (parking, trains, retail, terminals) with only fragmented customer data and a narrow window to act. Acxiom was brought in to provide the data foundation and Open Garden approach—including identity resolution, Acxiom LiveRamp-enabled integration and privacy‑compliant customer data management—to help build a unified single customer view and enable real‑time, people‑based engagement.

Using Acxiom’s solution, Heathrow stitched together 23+ data sources, integrated the single customer view with Adobe Marketing Cloud and deployed real‑time triggers (geo‑fencing, personalized messaging, Apple Wallet vouchers) to move from one monthly newsletter to 70+ automated campaigns per month. The Acxiom-enabled program delivered measurable impact: 23% increase in Rewards spending per visit, 22% increase in Rewards retail spending, 20% growth in active membership, 19% overall membership growth and a 34% rise in reactivated members.

Heathrow

Simon Chatfield

Head of eBusiness and CRM