Contentainment /Experiential MarketingSpainMay 2013

Contentainment delivers innovation and an engaging retail environment

“High quality airport store, key brand partners and shared customers are at the heart of this business”

José Maria Palencia, CEO

1. Contentainment is a trademarked, innovative and exclusive media and merchandising marketing tool. It uses merchandising space, coupled with excellent in store advertising, to maximise the customer experience, drive penetration, increase sales revenue and profit

2. It is an integral part of the brand experience and DNA of World Duty Free Group and is unique to us

3. Contentainment is an enabler for category strategies

4. Contentainment is an enabler to enhance customer experiences

5. Contentainment is now the experiential marketing platform for WDFG connecting all digital media instore

Contentainment

• The best airport media • Unique point of difference within the airport environment:

• Visual and audio• Flexible• Destination targeted• Merchandising• Innovative sampling• Retail entertainment

• Incremental product sales• True experiential marketing• Airport/Trinity partnerships enabled• Built up over time – tried and tested to a successful formula

• 2012 – Contentainment went global – YVR• 2013 – Global locations to include Spain, Düsseldorf, Amman and Chile

Contentainment is the vehicle by which we deliver differentiated innovation

Contentainment | Benefits

Iconic Screen Advertising

Additional Merchandising

Window Displays Window Surrounds Tailored Sampling Units

Bespoke Sampling Staff

Expo Spaces

Interactivity Live PerformancesLive Broadcasts

In-Store Radio Destination Targeting

Social Media KPI Evaluation Airport Collaborations

Iconic Screen Advertising | large format hi-def displays

Eye-catching digital media:

• High definition “Feature Wall” displays

• A variety of screen formats located throughout the terminals to supply multiple touch points as passengers travel throughout the store

• Creative adaptation of content draws passengers into the store

• Pin sharp resolution keeps customers’ attention

• Airtime sold at 6 mins per hour (10% Share-of-Voice) + additional minutes can be purchased

• Content scheduled on an hourly basis

• Playlists scheduled to coincide with specific flights, live performances and broadcasts

Feature Wall12 x screens arranged as a mosaic

MiniWall4 or 8 x screens in a square format

Supports Main FeatureWalls

TillWallSingle or panoramic screens arranged behind tills

Supports Main FeatureWalls

Window Displays | visual impact

Front of Store attraction:

• Window displays can be dressed and decorated to create a stunning visual presence on the exterior of the storeLarge format factice bottles and products positioned within the glass display cabinets, link the displays to digital media and in-store activity

Window Surrounds | front of store dominance

Engage, involve & inspire:

• Extending the window displays across the full canvas of the surrounding wall adds dramatic effect to any campaign, dominating the promotional landscape within the store

• Start the purchase journey by dressing and wrapping the window displays

• Walls around the window displays can be dressed and decorated to create a stunning visual presence

Additional Merchandising | increased store presence

Beauty Brand

supplied Gondola

WDF Liquor Gondola

Liquor Brand supplied Gondola

Luxury Brand supplied Gondola

WDF Beauty Gondola

Strategically placed gondolas:

• Positioned right next to the iconic screen displays

• Give the customer the opportunity to see and sample product at point of purchase

• Contentainment gondolas can be customised to reflect the brand look and feel

• Brands can supply their own free standing gondolas within the Contentainment gondola specifications

Tailored Sampling Units | bespoke displays

Sampling made easy:

• Engage customers with sampling stations that can be dressed to reflect brand creative point of sale

Bespoke Sampling Staff | trained and measured

Professional staff:

• A team of multilingual staff can speak different languages across the estate

• Staff are rostered to reflect brands, targeted destinations and flight timings

• Staff are trained in selling skills and product awareness

• Sales are tracked and monitored throughout each campaign period

Expo Spaces | pop-up opportunities

Additional trading:

• Many brands have used Expo space to extend their brand personality

• Campaign success has led to anniversary bookings

• Use of Expo space took a brand into top 10 beauty houses for the first time ever

• Ideal for brand and product launches

Interactive | digital engagement

360 degree engagement:

• Interactive TouchTable displays video, audio, photographic, text and graphics - Ideal for demonstration, education, entertainment, social interaction and data capture

• Most of the FeatureWalls fitted with motion sensors, enabling customers to control and interact through gestures and body movements - perfect for brand and product related games and activities

• Build this activity into social marketing strategy by linking this interactive technology with on-line devices so that customers can get instantly involved through Facebook ‘Likes’, social networks and e-mails

Live Performances | create maximum interest

Irresistible shows made easy:

• State-of-the art sound systems, designed and built with the complexities of live concert standard audio in mind.

• From bands to dancers and from opera to DJs - the Contentainment areas within the World Duty Free stores lend themselves to creating amazing retail theatre that engages with the customer and stimulates sales.

• As an example GHD live hairdressing shows delivered a 350% return on investment. Terminals without the live events delivered 50% lower sales return

Live Broadcasts | topical and relevant

Bring the outside in:

• Extend brand sponsorship and marketing activity and build brand relationships

• Coincide with live TV broadcasts within the terminals

• Amazing world events broadcast on television can be relayed on all of the Contentainment screens

• Enhances shopping experience

• Audience building customer attractions

• Staff fully briefed with specific product relevance and measured against pre-set sales criteria

!

In-Store Radio | increased presence

Commercial cut-through:

• High quality, cinema standard audio installed throughout all Contentainment stores.

• Influence customer attitude and mood relevant to the categoryCo-ordinate digital advertising and sampling activity with brand radio advertising to deliver a full brand messageDifferent language variations is scheduled to coincide with relevant flights and destinationsA Brand Partner who used Chinese messaging in all their communications in the lead up to the Chinese New Year obtained a 300% yoy sales increase and share of category doubled

Destination Targeting | right product, right place, right time

Unique opportunity:

• Know who our customers are, what they buy and when they buy it

• Understand the needs of our customers and optimise the commercial returnTarget specific passengers, flying to specific destinations, with specific product,Combine key space in store, multi-lingual audio and visual media and multi-lingual staff targeted at specific flight times on key days of the week

• Destination Targeting drives sales, increases brand awareness and share of category

Social Media | eCRM

Social Networking:

• Social networking is now not only accepted, but demanded

• Together with the World Duty Free Facebook and Twitter presence, brands can utilise these interactive and instant-web-link technologies to build awareness, develop brand involvement and ultimately drive sales

• These interactive technologies are focussed in one place, so that customers are totally immersed in the travel retail experience

• From QR codes to multi-touch interactivity, customers are now aware of the latest in digital technology

• Combining this new technology with merchandising at point of purchase, targeted by destination and measured against set criteria means that Contentainment can offer more to brands

Key Performance Indicators Evaluation | analysis

Positive case histories:

• Measurement against pre-agreed Key Performance Indicators is one of Contentainment’s USPs.

• The performance of each participating brand is measured throughout the campaign, and detailed analysis is given at the end of each campaign to ensure that all elements of the Contentainment portfolio are working towards a successful outcome.

• This partnership approach results in repeat participation in Contentainment

Airport Collaboration | media and space facilitation

World Duty Free Group

Customer

AirportBrand

Partner

The Trinity Approach:

• Airports are increasingly willing to play Contentainment media as part of their own playlists, as they see the creative content from World Duty Free and Brand Partners as enhancing the passenger journey experience

• Contentainment can co-ordinate all aspects, ensuring that the media is scheduled and managed and made available in the correct formats

• Several airports have also indicated that landside and airside space within the terminal can be made available to brands participating in Contentainment Events and are keen for World Duty Free to help facilitate these opportunities

Contentainment | Spain

Implementation timetable (CTT)

14/5/13:

• Barcelona T2 M3 Open

1/6/13:

• Palma Mallorca N

18/6/13:

• Madrid T1 Schengen

• Madrid T1 Non-Schengen

• Madrid T3 Millennium

27/8/13:

• Barcelona T1 Schengen

8/9/13:

• Madrid T4 Schengen

• Madrid T4 Non-Schengen(satellite)

10/10/13:

• Las Palmas

1/4/14:

• Ibiza

• Tenerife sur Planta Alta

1/5/14:

• Lanzarote

2016:

• Fuerteventura

1/4/17:

• Malaga Central

NB: all timings subject to change and confirmation

Contentainment | Spain

Screens per store:

Barcelona T2 – 12 channel feature wall, Panoramic Till Screen display

Barcelona T1 Schengen – 24 channel feature wall, Panoramic Till screen display Palma – 12 channel feature wall, Panoramic Till Screen display

Madrid T3 – Millennium – 8 channel wall

Madrid T1 Schengen – 8 channel wall

Madrid T1 Non Schengen – 24 channel feature wall, Panoramic Till Screen display

Madrid T4 Schengen – 24 channel feature wall, Panoramic Till Screen display

Madrid T4 Non Schengen – 12 channel feature wall

N.B. This is subject to amendment as refurbishment plans are finalised

Contentainment | Barcelona T2 M3

Opening date 13/5/13

• 26m2 CTT area

• 12 channel wall (+ interactive and TV capture)

• Zoned audio system (5 zones)

• Live event system

• Panoramic till displays

• 3 x merchandising units

• Expo facility

Contentainment | Barcelona T2 M3

Key FactsPax numbers for Barcelona are 17ml per annum. Key Airlines : Ryan Air (20.9% of sales), Transeaero Airlines (15.3%), Norwegian Air Shuttle A.S.(9.8%)Top five pax profile destinations for Store: Russia 3.7% of pax and 40.53% of salesUK 9.23% of pax and 12.64% of salesSpain 32.11% of pax and 5.73% of salesIreland 0.93% of pax and 4.84% of salesSweden 1.09% of pax and 5.58% of salesTop spend by category for Russia and UK: RussiaBeverages: 31.73% of their purchasesPerfumes: 44.7% Food: 16.11% UK Beverages: 15.73%Perfumes : 25.56%Food: 13.9%

Contentainment | Palma de Mallorca

Opening date 1/6/13

• 14m2 CTT area

• 12 channel wall (+ interactive and TV capture)

• Zoned audio system (6 zones)

• Live event system

• 8 x till screens

• 3 x merchandising units

Contentainment | Palma de Mallorca

Key facts:

Pax numbers for Palma are 11ml per annum . Key Airlines : Air Berlin (21.57% of sales), Ryan Air (11.85%), Easyjet (12.16%), Thomson Airways (7.33%)Top five pax profile destinations for Store: Germany 35.6% of pax and 26.97% of salesUK 19.0% of pax and 31.8% of salesSpain 23.5% of pax and 7.43% of salesRussia 0.74% of pax and 6.06% of salesSwitzerland 3.41% of pax and 4.94% of sales

Top spend by category for Germany, UK and Russia:

Germany Beverages: 18.8% of their purchasesPerfumes: 29.9% Food: 14.03%RussiaBeverages: 33.66%Perfumes: 42.07%Food: 19.82% UK Beverages: 15.73%Perfumes : 25.56%Food: 13.9%

Contentainment | Barcelona T1 Schengen (floorplans tbc)

Key facts:

Opening May 27th August 2013Pax numbers for Barcelona is 17ml per annum . Wdfg customers circa 1.67ml per annum

Top five pax profile destinations for Stores: Spain 32.11% and 16.01% of salesUK 9.23% and 3.7% of salesGermany 8.24% and 7.88% of salesItaly 8.12% and 4.95% of sales France 7.7% and 12.95% of sales

Top spend by category for Spain, UK and Germany: SpainBeverages: 10.31% of their purchasesPerfumes: 68.93% Food: 12.32% UK Beverages: 14.07%Perfumes : 34.29%Food: 18.0%GermanyBeverages: 13,73%Perfumes : 47.59%Food: 19.57%

Contentainment | Madrid T1, T3, T4 (floorplans tbc)

Key facts:

Opening 18th June 2013 and 3rd September

Pax numbers for Madrid – total airport : 29ml .

Key Airlines : T1 – Iberia (42% of sales), Air Europa (7.31%), Easyjet (5.24%)

Pax profile: Main nationalities in T1 : Spanish, UKStrong growth in Russian and Brazilian destinationsTop spending categories:Perfume: 36%Food: 13%Beverages: 10% Madrid T3 and Madrid T4: Further analysis to follow

Further analysis for individual Brand Partners can be instigated for each store when a booking is placed

Contentainment /Experiential MarketingSpainMay 2013