Download - Nicola Wells - Aer Rianta International
Slide 1
Technology, Social media and The New Consumer
Nicola Wells Global Strategy and Marketing Director Aer Rianta International
Wi Fi access has replaced food and water as the most basic of needs Self-actualisation Free Fast WiFi Self-esteem Belonging / Love Safety PsychologicalMaslow Pyramid 2015
The world is more connected than ever and number of devices set to double again in next five years Source: CIR Digital Age Report 2015 and Cisco
20102015202012.5billion25billion50billionEstimated number of connected devices
$14trillion
TravelRetail
In our industry our consumers are connected and widely using technology Source: CIR Digital Age Report 2015Carry a wifi deviceSwitched on Use airport wifi Social media
Carry a wifi device70%
Switched on 90%
Use airport wifi50%
Social media 50%
Technology adds to the challenges of capturing an increasingly disinterested consumer
Commoditisation of offer
Frequency of Travel, Increased regulations and stress
Competing Attractions
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AirportRetailerBrandCheck emailcheck boarding cardpost to Facebooktake selfielook at newstext friendsmaybe shop Multiple stakeholders competing for share of mind further distracts and overloads the consumer Phone homeWhere are the toilets?
There are literally hundreds of social media channels vying for our attention
Michael Furlong (MF) - Send WMV formatChoosing the right channel, tone of voice and content is critical .
Starbucks erroneously posted to our Irish Twitter page meaning to post to the UK only
Twitter users blasted Gap, calling the tweet unethical, not cool, tasteless, and so on
How can we leverage the power of technology to improve experience and drive revenue ?
Source:Rackspace.com50% of travellers & shoppers Millennials 20 to 35Millennials are the key target, biggest challenge and opportunity for our industry
How do we convert Millennials from passengers to shoppers?
Source:Rackspace.comMillennials are the key target, biggest challenge and opportunity for our industry 50% of travellers & shoppers Millennials 20 to 35
Getting the basics right is critical to engage millennials
Be MobileOne Stop Shopping Single entry point21
Sharing of content,reachingmore consumersPromotionalMessagesPUSHPULLSPINCompetitions& EngagementSocial media needs to add value, be relevant, timely and personalised
PUSHPromotionalMessages
SPINSharing of content,reachingmore consumers
1.6m reach on Facebook Featured on NBCs Today Show40 second positive on air discussion, audience of 4 million Americans
PULLCompetitions& Engagement
Continuous fragmentation,multiple stakeholder messages Confusion, overload and consumer switch off Delivers the brand experience and in airport entertainment
Owns the emotional relationship and creates desire to shop Owns the end to end airport journey
AirportRetailerBrandChallenge remains how do we collaborate to reduce the noise but dial up the impact ?
Who owns the consumer when and where ?
Consumers see their journey as a single occasion with various steps and need states Pre travel
At airport
Duty free
Pre boarding
Post travel
Consumer Utopia A single platform and voice that informs and engages at all points of journey E-commerce,Parking, fast track, Flight info, security times, Advertising, High impactpromotions,Online ordering collectionin-loungeDelivery to gate, personal shoppingCRM,e-receipts,social mediaPre travel
At airport
Duty free
Pre boarding
Post travel
We see this common platform work in other hugely competitive industries
ORWould you rather use one app per record label Real Challenge how can we collaborate to leverage technology toDeliver what the consumer wants?Maximise impact yet minimise noise? Maintain and grow our own brands?
Our real competitive challenge is outside the industry The Three As