The Trinity Challenge. Wednesday, 20 February 13

Transcription

1 The Trinity Challenge

2 Objective

3 Objective Duty Free Retailer The Customer Brand Partner Airport

4 Objective Trinity + A Trinity inside A Trinity

5 Objective Duty Free Retailer The Customer Brand Partner Airport

6 Objective The Brand Partner becomes a set of three Brand Partners Brand Partners

7 Objective Beauty The Brand Partner becomes a set of three Brand Partners Confectionery Liquor Brand Partners

8 Objective Duty Free Retailer The Customer Brand Partners Airport

9 Objective Duty Free Retailer Beauty The Customer Brand Partners Airport Confectionery Liquor

10 Background The project originated at The ACI Trinity Forum in Seoul in 2012, where Martin Moodie and the brands challenged WDFG to make Trinity a reality Nestlé International Travel Retail P&G Prestige Diageo Global Travel & Middle East World Duty Free Group London Heathrow Airport Drive customer engagement Create experiential activity for a unique passenger experience Innovative eventing in-store using traditional Valentine s opportunity

11 Campaign Objective Focus on gifting (versus treating) due to Valentine s Day - providing the perfect shopping experience for passengers at this time in an emotive, personalised and convenient way The three brand partners have selected products that address this focus This product selection will be complemented with a gifting experience service that aligns with key passenger emotions Promotion will take place at all touch points in the customer journey

12 Campaign Objective Key expected Outputs - Shopper reaction: 1. Understanding 2. Reaction at each touch point 3. Propensity to convert via each mechanic 4. Excitement 5. Effect on behaviour and shopping experience 6. Sales!

13 How we did it s hours of meetings manhours of different briefs for and calls training creative output

14 Who is taking part? Airport London Heathrow - Terminal 5 Retailer World Duty Free Group (main store Terminal 5) Beauty Liquor Confectionery Brands P&G Prestige Diageo Nestlé Gucci Guilty Gucci Guilty Intense Ciroc Vodka Johnnie Walker Platinum Swiss Dark Swiss Milk Event Valentine s Event

15 Who is taking part? Airport London Heathrow - Terminal 5 Retailer World Duty Free Group (main store Terminal 5) Beauty Liquor Confectionery Brands P&G Prestige Diageo Nestlé Gucci Guilty Gucci Guilty Intense Ciroc Vodka Johnnie Walker Platinum Swiss Dark Swiss Milk Event Valentine s Event

16 Who is taking part? Airport London Heathrow - Terminal 5 Retailer World Duty Free Group (main store Terminal 5) Beauty Liquor Confectionery Brands P&G Prestige Diageo Nestlé Gucci Guilty Gucci Guilty Intense Ciroc Vodka Johnnie Walker Platinum Swiss Dark Swiss Milk Event Valentine s Event

17 Who is taking part? Airport London Heathrow - Terminal 5 Retailer World Duty Free Group (main store Terminal 5) Beauty Liquor Confectionery Brands P&G Prestige Diageo Nestlé Gucci Guilty Gucci Guilty Intense Ciroc Vodka Johnnie Walker Platinum Swiss Dark Swiss Milk Event Valentine s Event

18 What each party brings Diageo WDFG LHR Trinity Partner Nestlé P&G Contributes Shared customer insight Training Gifting ideas Cross-category products based on occasion versus price Prizes / added value Marketing investment Product samples Media space (CTT) Social media Expo space & stand Staffing Calligrapher Sampling Sales support Evaluation measures Creative coordination Media space / value Online Social media Agency - production & delivery Additional expreiential space in key IDL location Airport customer communication vehicles Benefits from Increased share of category Increased sales Better retail execution Increased sales Potential exclusives Better retail execution Increased sales Better passenger experience

19 When is it happening? As the Trinity event has a Valentine s theme, it will take place from 1st to 14th February 2013 to take full advantage of the period.

20 Overview of Customer Journey Text

21 Overview of Customer Journey Product wrapped with custom calligraphy message Valentine s banner ad At Home Browse website to check flights Try sample and talk to staff Text Contentainment area Gift wrap area Buy products Browse main store Special barkers WDF Facebook post Check Facebook Enter store CRM WorldPoints Showcase special feature Around terminal Digital Airport Panels Arrive at airport Enter terminal Go airside

22 Destination Targeting Nestlé Swiss Ciroc JW Gucci Total Kuwait USA India Nigeria Saudi Arabia USA UK India Canada Nigeria USA India Canada South Africa Nigeria Russia Nigeria USA UK India Nigeria USA India UK Key destinations to have relevant language speakers, i.e. Indian languages

23 Creative & Experiential Execution

24 TRINITY

25 TRINITY with personalised gift wrapping

26 World Duty Free: Main Store Expo TRINITY

27 World Duty Free: Main Store Expo TRINITY

28 Terminal Screens: TRINITY

29 Online: Banners TRINITY

30 Online: Banners TRINITY

31 Online: Banners TRINITY

32 Online: MPU 1&2 TRINITY

33 World Duty Free: POS Crowner TRINITY

34 T shirts TRINITY

35 Gift wrap and reverse of gift tag TRINITY

36 Gift Wrapping Stand IDL TRINITY

37 Calligrapher IDL TRINITY

38 Conclusion TRINITY Nestlé International Travel Retail, P&G Prestige and Diageo Global Travel & Middle East have partnered with World Duty Free and London Heathrow Airport in a pioneering multi-category programme to grow the business and to improve the consumer offer.cross-industry and cross category partners have worked together for a common interest through:driving customer engagementcreating experiential activity for a unique passenger experience at the airportinnovative eventing in-store using traditional Valentine s opportunityworking together we can add value to the customer experience and maximise revenue growth for all parties involved

39 Conclusion

40 Conclusion We are proud to have participated in and contributed to this first multi-faceted Trinity project. We have certainly learned some key lessons. First, such an undertaking requires strong leadership with clear decision making authority. Secondly, it calls for a specific and measurable outcome grounded in a proposition that resonates for the traveller and which each of the partners can buy into from the start. And finally, staying resolute to the possibility requires a commitment to the vision, patience, and strong relationships. Peter Jacobsen, Diageo

41 Conclusion

42 Conclusion Participating in the Trinity project speaks to our very core, directed at better satisfying the needs and expectations of the shopper and consumer. At P&G Prestige we are committed to continuously strengthen our partnerships, developing a systematized approach to category growth and further building our iconic brands. This activity is a clear example of this, where we can bring more consumer driven innovation and tailored solutions to life, and as a consequence help increase the basket size of the travel retail shopper for everyone's benefit. Murat Akyildiz, P&G Prestige

43 Conclusion

44 Conclusion The Trinity project took a lot of belief and conviction to realize, and put all of us on a steep learning curve. While we may not repeat the promotion in the exact same way, I firmly believe the experience and the process were a success to build on, because we now much better understand each other, the pitfalls to avoid and what to focus on in similar projects in the future. Stopping here would be failure. More than ever, we remain committed to projects like this. Roland Stieger, Nestlé

45 Conclusion

46 Conclusion This double Trinity event has proven to be the catalyst to transforming Heathrow from being a host for retail activity to a initiator of commercial opportunities in our own right. Through this initiative, we were able to use our physical terminal space, our inhouse promotional teams and marketing resources as the platform for the creation of a brand new passenger experience. Muriel Zingraff-Shariff, London Heathrow

47 Conclusion

48 Conclusion At WDFG we believe that the Trinity Partnership Approach is not only the BEST, but the ONLY way to truly differentiate the Travel Retail sector and take it to the top in innovation and category management. It also raises the bar with our passengers by providing exclusivity and a truly memorable shopping experience that exceeds all expectations Eugenio Andrades, World Duty Free Group

49 Panel Discussion