TRBUSINESS. This turnout re-enforced the message that travel retail remains dedicated to learning and improving its resources in the arena.

Transcription

1 Shi Ling Tan, Global Digital & Media Marketing Manager, Shiseido Travel Retail: We are in a paradigm shift of digital marketing to marketing in a digital world. A thought-provoking Digital Workshop held on Tuesday 2 October at the Hôtel Barrière Le Majestic Cannes during the TFWA World Exhibition & Conference attracted 310 delegates (+31%). This turnout re-enforced the message that travel retail remains dedicated to learning and improving its resources in the arena. TFWA Conference Manager Michele Miranda opened the workshop with the question: How do we bring online solutions to offline shops? What followed were a series of case studies from Mondelez World Travel Retail (MWTR), Shiseido Travel Retail, JCDecaux and the European Travel Retail Confederation (ETRC) on efforts being made to embrace a technology age that has been transforming the way the industry does business for some time. Shi Ling Tan, Global Digital & Media Marketing Manager, Shiseido Travel Retail began proceedings with a presentation on the evolution of the beauty firm s digital ecosystem. NEXT GENERATION CRM The future offers endless possibilities; this future is driven by digital, she stated. This redesign of experience is possible because of digital technologies and transformations that are happening with companies in our industry. What if we could re-design travel experiences? She asked, emphasising that today s customers want advice, service and support, with information available anywhere and at anytime.

2 Jérôme Lepage. Marketing and Business Development Director, JCDecaux. The ability of companies such as Shiseido Travel Retail to converse with the consumer in their own language using voice, text or video are priorities, Shi Ling Tan suggests. Connecting big data on customers behaviours with brands can be made easier by forming cognitive companionships via the Internet of Things (IOT), chatbots, sensors and machine learning (voice digital assistance i.e Amazon Alexa). Mobile will be a powerful tool to enable advanced AR, VR, instore assistance, GPS, to navigate and guide you to exactly where you want to go and to create bespoke value, she continued. This is the next generation of CRM, it s about marrying cognitive insight with big data. It allows us to build a deeper connection with our travellers and consumers and anticipate and predict what they need. Shi Ling Tan said the Trinity remains an important interlocutor in driving change associated with digital in the future, but not without evolution. At Shiseido, we think technology should be part of an integrated ecosystem that sets us to anticipate trends and technologies, emphasising that the company s CEO Masahiko Uotani has an ambition for it to be the world s most advanced digital beauty firm by She concluded: The experience, value and opportunities that we want to create for our customers are infinite. We are in a paradigm shift of digital marketing to marketing in a digital world. A PHYGITAL WORLD Ivo Knuesel, Head of Category Planning, MWTR highlighted how the impulsive confectionery segment plays a pivotal role in connecting with next-generation customers in a digitally immersive world. Tackling the challenges of low footfall and penetration in the industry, MWTR continues to embark on its Delighting Travelers vision through a key mantra: More Shoppers, More Spend, More Often. Addressing directly those challenges, Knuesel described how the confectionery giant s phygital [a combination of physical stores and digital engagement] campaign for anchor brand Toblerone employed three pillars digital instore engagement, online communication and e-commerce to boost footfall and conversion through the use of high-visual placements and promotional tools. Hosted at Madrid Barajas International Airport earlier this year, the campaign capitalised on pop-up digital advertising and communication via social media to drive brand awareness, where it worked closely with partner Dufry Group. In July, sales were up by 41% year-on-year on sell-out and generated six million online impressions via social media.

3 Ivo Knuesel, Head of Category Planning, MWTR revealed how Toblerone s use of a Phygital campaign blending bricks and mortar retail and digital had dramatic effects on sales growth and online engagement. He said that changes to shoppers behaviours require brands, retailers and landlords to think differently about how products are marketed, with technology a major driver and digital helping to address issues with footfall. Jérôme Lepage, Marketing & Business Development Director, JCDecaux then revealed how the group has achieved significant growth in its digital revenues over several years. In 2017, airport digital revenue accounted for a 28% share of total airport turnover. The new revolution [means] digital will account for more than 40% of our total turnover in the OOH industry, he predicted. How we achieve that is the data how we play and structure it. The new revolution is how to better engage with the passenger and their expectations. He then revealed how a contract with Counter Intelligence Retail (CiR) has enabled the leading out-o- -home advertising firm to access global data and segmentation analysis on passengers from more than 550 global airports in the world. In December 2017, he said that JCDecaux signed what he considers to be a real Trinity partnership with Dubai Airports and Dubai Duty Free (DDF) that pushes the boundaries of the traditional business model to create a strong, data-driven strategy prioritising the passenger, brands, retail operator and airports. Interestingly, Lepage shared with the audience that currently 50% of JCDecaux s advertising content across the world uses static images, illustrating the need for more dynamic content. To tackle this challenge, JCDecaux has launched VIOOH, a global, independent, automated planning and trading platform.

4 A NEW VIOOH In launching VIOOH, which is 93.5% owned by JCDecaux and 6.5% by Veltys, JCDecaux aims to connect the wider industry to the digital eco-system by offering an integrated system that can be used by buyers and media sellers. Last but by no means least was Julie Lassaigne, Deputy Director General of the ETRC. She updated delegates on the ETRC s implementation of an off-label solution designed to address EU Food Information for Consumers (FIC) legislation. Under current rules, export categories including confectionery have to comply with regulations to list ingredients and nutritional information in multiple languages on product packaging sold in the export market, which is often an onerous and highly demanding affair. ETRC Deputy Secretary General Julie Lassaigne updates the audience on a digital, off-label pilot that complies with EU Food Information for Consumers legislation. A new digital solution allowing consumers to access information on mandatory product labelling is gaining support in the form of a pilot, with the hope that digital could provide a viable alternative to meeting regulatory demands in the future. At the moment the focus is on on-product labelling. Our hope and objective at ETRIC is with support from the entire industry we will manage to convince regulators that digital labelling is the solution for the future to meet both regulatory demands and the unique needs of our industry and consumers. At present information can be retrieved via a barcode on the product using either a mobile device, in-store scanning facilities or accessed through a website. Concluding, Lassaigne said the industry must be ready for future moves to tighten labelling legislation at a

5 European level.