a premium channel for a premium brand
TRANSCRIPT
Whilst some disagree, inflight retail has proven to be a hugely effective sales and marketing channel.
Indeed, brand building and recognition are hugely enhanced inflight.
We revisit the case for luxury brands to take to the skies once more.
A PREMIUM CHANNEL FOR A PREMIUM BRAND
Technology enhancing the customer experience
and adding value to the bottom line
BURBERRY WORLD LIVE
Live catwalk shows filmed and beamed instantly to store
Bringing the catwalk directly into stores and simultaneously
on customers mobile devices
Making the runway a reality
Large screens magically turn into mirrors
A digital app engages with customers by recognising
pre-programmed information
Within beauty areas, multi- functional screens show moving
content or changing imagery
Digitally-enhanced interactive windows welcome shoppers with style tips based on their
current outfit
3M+ Facebook fans are selected and invited to fashion shows
and special events in store
Constant customer engagement via social channels
RFID continues to be a trend, used to track
and release information
Your customised Trench – ultimate personalisation
PRODUCT RESEARCH OF CHINESE TRAVELLING PASSENGERS
Source: Mind Set Research
PRODUCT RESEARCH OF CHINESE TRAVELLING PASSENGERS
Source: Mind Set Research
Life in the air is luxurious
Source: Google Images
Does the customer shopping experience match?
Source: Google Images
In-flight magazines lack luxury texture with limited content
Source: Google Images
The connected consumer
Free WiFi connectivity onboard is expected service
Source: Google Images
In-flight media content
Introduction to in-flight shopping
Source: Google Images
Onboard kiosks
Source: Google Images
Art gallery
Source: virgin.com
Flash sales in-flight
Source: Google Images
Customers are viewed as PAX numbers, no special
customer experience
Source: Google Images
SERVICE INNOVATION
SERVICE IMPROVEMENT
SERVICE MAINTENANCE
CUSTOMER EXPERIENCE PYRAMID ACT I: Initial Consideration
SCENE I: Exposure SCENE II: Awareness
ACT II: Active Evaluation
SCENE I: Exploration SCENE II: Decision-making
ACT III: Closure
SCENE I: Conversion / sales SCENE II: Retention, advocacy
Every act within a scene is an opportunity for improvement & differentiation
• Derive insights from systematic market studies • Segment-based analysis, not aggregate
Tools to improve customer experiences by determining which experiences matter
Tools to identify service quality defects
• Customer feedback
• Complaint data
• Focus groups & personal interviews
• Switching path, critical incident analyses
Luxury cosmetics in-flight, no access to larger luxury
goods or services
Source: Google Images
The in-flight magazine content on media screens
Source: Google Images
Shop from your seat in comfort and in your own time
Source: Google Images
Synchronised App identifies customer by seat number
Source: Google Images
From guided discovery of self directed discovery of luxury
websites and services
Source: Google Images
Value the customer as a person and make them feel special
Source: Google Images
Access to personalised goods
Source: Google Images
Treat as VIP Give access to real exclusivity
and early release items
Source: Google Images
Respect and value your customer Say Thank You and mean it
Source: Google Images
To satisfy and maximize customer satisfaction, aircrafts
need to be hyper-connected
Source: Google Images
THE CONSUMER JOURNEY
AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
• DIRECT MAIL • PR
• PRINT/TV
• SOCIAL
• E-MAIL • E-BOOK • WEBSITE • WEBINAR
• BLOG • SOCIAL • SEO • E-COMMERCE
• IN-STORE
• CATALOG
• APP
• SALES
• SMS • E-MAIL • COMMUNITY
• SOCIAL • FAQ • E-MAIL
• DIRECT MAIL
• WEBSITE
• SALES
• COUPON • E-MAIL • REVIEWS • COMMUNITY
• SOCIAL • EVENT
Connecting the dots of his journey. You need to look at your customer & the touchpoints & look at retail holistically.
FUTURE-PROOF YOUR BUSINESS TODAY
• Technology products are customer engagement tools or services consider these solutions
• Individual product solutions will realise potential when they are part of a strategic plan.
• Technology is your ENABLER
• Focus your customer at the heart of your business
• Identify and solve your business problems
Why & Why Now
DIGITAL TRANSFORMATION
why does it matter NOW? What makes digital transformation so important NOW?
* DCX - Digital Consumer Experience
Social business connections alone
are not enough. Social business helps flatten traditional hierarchies by empowering employees
to connect, communicate, and collaborate across traditional
boundaries. But without a vision for how to compete in connected markets
and how to create value for a digital customer, social is not the answer. When leadership recognizes that
existing business models, systems and processes are ill-equipped to respond
without big changes, digital transformation is inevitable.
Brands are out of touch with digital consumer
behaviours. Brands are out of touch with their digital customers. Companies are
boosting technology budgets, but all is based on assumptions and not from
research into the new customer journey. Brands lack the infrastructure to support next generation marketing
efforts. Brands have to start using insights stemming from the new DCX*
as the catalyst for internal digital transformation.
Digital transformation puts people at
the centre. Every business says it’s customer-
centric. Really? Leading companies put people at the center of change. They start with studying the data (digital footprints and preferences) plus
behavior to learn where to prioritize technology, resources, and
investments. The case for urgency is made in updating an antiquated
customer journey to a more accurate, adaptive, optimized DCX.
1 VISION &
LEADERSHIP Digital transformation an emergent
movement, is not yet recognized as a formal priority by most businesses.
This requires those leading to get a digital transformation program in motion to
make the business case. But, the business case needs more than evidence or anecdotes; it needs a story and a vision for what it looks like and what it delivers.
THE 3 KEY ELEMENTS What makes digital transformation so important NOW?
2 THE DCX
Digital customer experience begins with research, studies behaviors and
expectations throughout every stage of the customer lifecycle. With information,
digital transformation takes shape by specifically aligning people, processes,
and technologies against goals to map an effective journey for digital customers.
3 TRANSFORMATION
TEAM Organizations form special teams to bring people together to start talking and put change into motion. These teams go by many names: digital
circles, Centers of Excellence (CoE), rapid innovation teams, digital acceleration teams, and more.
KEy elements 3 Key Elements for Digital Transformation
Vision & Leadership
Digital Customer
Experience
Digital Trans-formation
Team
KEy elements 3 Key Elements for Digital Transformation Where are you?
Vision & Leadership
Digital Customer
Experience
Digital Trans-formation
Team
DIGITAL TRANSFORMATION KEY QUESTIONS
Digital Customer
Experience
Vision & Leadership
Digital Transformation
Team
WHO DRIVES YOUR
CHANGE PROGRAM?
WHERE DO YOU WANT
TO TAKE THE BRAND?
WHAT DOES YOUR DCX LOOK
LIKE?
