The four airports under the Manchester Airports Group umbrella aim to drive more commercial value from their websites.
Digital agency Code Computerlove has been taken on to handle the work for the sites covering Manchester, Stansted, East Midlands and Bournemouth airports which collectively handle 42 million passengers a year.
A programme of performance optimisation for each of the airport websites is planned, including new user features and customer experiences focusing on the most visited and commercially important sections of each.
MAG e-commerce executive vice president Nolan Hough said: ‘’We commissioned Code to help drive more commercial value from our main traffic driving landing pages, looking at how users behave in order to fuel new ideas, without redeveloping the underlying software or adding complexity.
‘’Rather than spend months in development, Code’s philosophy to digital development means that we can have live prototypes in the hands of real users collecting real data rapidly – which for us is great. We learn fast whilst limiting our exposure to commercial risk.’’
He added: “There is a longer term vision that we’re working to that will see us applying more sophisticated digital technologies and techniques to achieve our overall commercial ambitions, focused on a better understanding of our customer and using data in a more effective way.
“Our vision is to be come the world’s most customer-centric and stress free travel experience by focusing on mobile first, intuitive and personalised digital airport experiences.”
Code Computerlove client services director Rob Jones said: “This is a hugely exciting project for us to be working on, with a client-side team that has huge ambitions in terms of developing their digital capabilities.
“While delivering immediate value to the current sites, the long term goal is to make MAG an innovator in its field and world-class customer service provider.”