The Moodies
Best Use of Website (Food & Beverage); Best Omnichannel Strategy; Most Impactful Promotion for Recovery
Winner
Unibail Rodamco Westfield, Servy and Los Angeles World Airports – LAX Order Now & LAX Omnichannel Concessions Program
In Spring 2020, retail developer Unibail-Rodamco-Westfield (URW), hospitality platform Servy and Los Angeles World Airports teamed up with the goal of restoring traveller and employee confidence while driving concession sales and putting employees back to work. In Autumn 2020, they launched LAXOrderNow.com, a contactless mobile ordering platform across all operational terminals of Los Angeles International Airport (LAX). LAX Order Now provides travellers and employees with the ability to search, browse, and transact without downloading a mobile app. Fully integrated into the award-winning Grab airport marketplace platform, LAXOrderNow.com is fully tailored to the LAX brand for a single, airport-wide ecommerce platform.
Key features of the site include:
- Search, browse, and transact, filtered by food category or terminal locations
- Order customisation to specific dietary restrictions/preferences
- Contactless payment options, including Apple Pay, Google Pay, and others
- Mobile notifications when an order is ready for collection
- E-receipts: Itemised receipts are emailed to users upon order collection
- SaaS-hosted platform with global scale and content delivery network (CDN)
- Enhanced security with drop-in payment processing and SCA 2.0 verification
LAXOrderNow.com is part of the LAX digital marketplace strategy and provides a way for passengers to order and pick up food without physical contact with others
The results were striking. Despite a -65% fall in passenger traffic at LAX, the first nine months of the LAX Order Now programme (compared to the previous legacy mobile ordering platform in the period from Q2 to Q4 2019) delivered a +146% surge in gross sales, with orders per 10,000 passengers rocketing by +302%. Average transaction value climbed by +73%, with stores on the platform increasing by +105% as more partners came onboard. URW has also since taken a shareholding in Servy, underlining its confidence in the power of the platform.
The Moodie Davitt eZine The Moodies 2021
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