LAX brings new level of personalisation to digital retail and F&B ordering with Airport Dimensions and Servy

In a first-of-its-kind development at Los Angeles International Airport (LAX), Servy and Airport Dimensions (a Platinum Sponsor of FTE APEX Asia Expo, 8-9 November 2023, Singapore) – in partnership with Unibail-Rodamco-Westfield Airports and Los Angeles World Airports (LAWA) – have introduced a turn-key approach to track and analyse behaviours and engage consumers with real-time loyalty and marketing incentives, driving incremental revenue to airports and their concession partners.

“We are proud to be the first airport to introduce and utilise the technology behind the innovative Connecta platform as we expand the capabilities of our LAX Order Now programme,” said Bea Hsu, Interim Chief Executive Officer, Los Angeles World Airports. “The digital marketplace we are building upon offers our guests a more personalised airport experience. In addition to passenger convenience, it also helps grow our concessions programme, benefitting the small and minority-owned enterprises that are part of our airport’s diverse concessions programme.”

The LAX Order Now digital marketplace, powered by Servy, has been in place since 2020, enabling travellers and airport employees to discover a vast offering of food & beverage and retail outlets within the airport, order and pay with ease, and collect from the outlets by bypassing the line with express pick-up.

“Through this expansion to our LAX Order Now programme, Servy is continuing to push the capabilities of airport digital commerce, bringing various platforms and partners together to drive a better, more personalised guest experience, while driving commercial results for our airport authority, developer, and concessions partners,” said Jeff Livney, Chief Experience Officer, Servy. “In partnership with Airport Dimensions and URW Airports, we are excited to offer this next-gen digital marketplace programme first at LAX and believe in its potential to be adopted widely at other airports.”

Airport Dimensions’ Connecta platform brings together airport food & beverage, retail and services, including Servy, all under one umbrella. This singular point of engagement is a game-changing transformation for all stakeholders involved in the airport ecosystem. With a mission to enhance the overall traveller experience, gain deeper insights into consumer behaviours, and boost spending throughout the journey, the introduction of Connecta’s revenue growth platform redefines the airport commercial landscape, offering a seamless and unified solution for airports, their concessionaires, and employees.

“We are excited to expand the Servy offering through Connecta at LAX,” said Nancy Knipp, President Americas, Airport Dimensions. “At Airport Dimensions, we are dedicated to finding new ways to meet the needs of travellers to make the airport experience more enjoyable and grow revenue for our partners. LAX is the perfect airport to expand this offering and we will continue to deliver innovative ways to bring together the physical and digital experience at the airport to meet traveller needs in our lounges and beyond.”

The next-generation LAX Order Now programme is supported by Unibail-Rodamco-Westfield (URW) Airports, which develops and manages the commercial programme for LAX’s Terminals 1, 2, 3, 6 and the Tom Bradley International Terminal and its new Bradley West Gates.

Hear more from Airport Dimensions at FTE APEX Asia Expo, taking place in Singapore on 8-9 November 2023. Syaifullah Sarip, Head of Business Development, APAC, Airport Dimensions, is speaking in the Premium Conference in ‘The Customer Experience & Service Summit’. He will deliver a presentation focused on ‘The evolving role of Airport Lounges to elevate the passenger experience on the ground’. Meanwhile, Nick Redpath, Business Development Director EMEA & APAC, Airport Dimensions, is speaking on the Expo Stage in a session on ‘New ideas and opportunities to enhance e-commerce, ancillary revenue and retail in air transport’.

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