Moodie Davitt: Intelligent Track Systems and Nice Airport roll out ‘smart’ shopping trolley
Intelligent Track Systems (ITS) and Nice Côte d’Azur Airport have signed an agreement for the use of the Danish company’s ‘smart’ shopping trolleys. The collaboration marks a travel retail industry first in a European airport.
At least 30 of the trolleys will be placed in Terminal 2 post-security from July, giving departing passengers – including delegates and visitors to this year’s TFWA World Exhibition – the opportunity to use their numerous services free of charge.
As reported, ITS trolleys use digital screens to interact with the user, providing information on access routes, departure times, departure gates, product promotions, tax-free shopping guidelines and other relevant airport information in their preferred language. They also provide heat mapping data for operators.
The trolleys were introduced to San Diego International Airport late last year.
ITS CEO Morten Pankoke said: “The commercial team at Nice Côte d’Azur Airport are very forward thinking. They instantly see the massive benefits that this type of personalised travel companion brings to passengers while also raising the levels of shopping transactions.”
Nice Côte d’Azur Airport Head of Commercial Activities & Services Valérie Chuong commented: “We are always on the lookout for new and exciting ways to enhance the passenger experience and we believe these intelligent trolleys will do just that.
“We also expect to see a benefit in terms of extra sales as well as data such as heat mapping so that we can optimise our spaces.”
ITS is marketed and distributed in travel retail by business development agency Blueprint.
Blueprint pointed out that a survey of users at San Diego International last year produced positive feedback:
90% said the cart made their shopping experience easier
22% activated the ‘show route to a concession’ function, and arrived at the right place
70% activated the ‘show route to gate’ function and arrived
29% said the adverts on the carts convinced them to buy products
94% said they would use the carts next time they came to the airport
Passengers scored the carts 4.73 out of 5 for the helpfulness off the features on their interactive screens.