Real partnership in practice: Stepping up to the Trinity challenge

Richard Gill – Birmingham Airport Tim Sargent – World Duty Free Group

Anna Szentivanyi – Mondelez World Travel Retail

“Birmingham is the ‘home-airport’ of Cadbury. You should paint the entire airport purple and create unseen magic. It is a fantastic brand building opportunity and we would benefit from it commercially as well.”

Tim Sargent Several meetings since 2012

“Closer collaboration and greater openness between Trinity partners is the key to sustainable investment and growth in our industry; Mondelez WTR has developed Trinity Engine application to help make this a reality.”

Anna Szentivanyi 18th September 2014 Trinity Forum 2014, Taiwan

“The Trinity Engine concept is inspirational and I believe it will help our industry to lift partnerships into a new level. In front of everyone, I challenge Mondelez WTR to use this thinking in practice in Birmingham.”

Richard Gill 18th September 2014 Trinity Forum 2014, Taiwan

A shared Trinity vision born:

Drive category growth, total store growth and passenger experience

in Birmingham Airport by ensuring shared risks and rewards among Trinity partners.

Cadbury  

Bournville  –  heritage  

#1  chocolate  brand  in  the  globe  

Des7na7on  Joy  Crea7vity  

TR  surprise  

Mondelez  –  category  expert  

Amazing assets from each partner

10.2m    PAX    

WDFG  

‘Sense  of  place’  commitment  

Total  Basket  

Passionate  and  experienced  store  staff  

“More  then  you  imagined”  

Birmingham  Airport  

Recent £300m investment

40+ airlines,143 direct destinations

Knowledge – advice/ strategy

Involvement – Ops buy in

And perfect timing with launch of direct flights to Beijing…

The journey

The shopper in focus - Shared insight

Birmingham Airport: Who are the travelers? •  Size •  Nationality •  Age •  Frequency •  Socio-Economic status •  Journey length and purpose

World Duty Free Group: How shoppers behave in store?

•  Shopper profile •  Navigation •  Interaction •  Basket •  Sales data

Mondelez WTR: How we can win with conf. shoppers? •  Category data, trend •  Confectionery shopper needs •  Footfall driver (more shopper) •  Basket builder (more spend) •  Experience boost (more often) •  Navigation support

We broke down our shared vision into an action plan

Challenges  &  Opp

ortuni7e

s   • 76%  of  travelers  are  Bri7sh  • Chinese  travelers  have  high  share  in  sales  vs.  their  share  in  PAX  mix  

• 45%  of  travelers  are  not  converted  to  ‘browsers’  

• 80%  of  travelers  tack  a  path  in  store  which  misses  the  confec7onery  category    • Mul7-­‐category  baskets  are  low  (average  1.7  categories)  

• Spend  per  head  is  in  line  with  similar  size  airports,  while  there  is  room  to  grow  vs.  bigger  hubs  

Objec7ves  

• To  reach  Bri7sh  target  group  by  leveraging  heritage  message    

• To  create  trust  among  Chinese  travelers  by  showing  history  of  the  brand  

• To  create  a  Bournville  specific  engagement  

• To  bring  excitement  to  todays  travelers  with  a  travel  retail  exclusive  twist  

• To  op7mize  basket  size  across  en7re  shopper  journey  

• To  trigger  impulse,  incremental    purchases  

Ideas   • Traveler  focused  

• Insight  based  • No  filtering  • Everything  is  possible  

• 40+  ideas  

Investment and reward potential drove final action plan

www.TrinityEngine.com  

We set our goals and quantified financial targets

Conf. category

Increase conversion from

travelers to shopper

Increase basket size

Improve navigation and flow

Double digit

increase on total category

More Shoppers  

More Spend  

More Often  

Final Action Plan

Insight based shopper experience: 10 touch-points

Ambitious plan

Commitment

The bump on the road

The bumpS on the road

Perseverance

RISKS: Investment assessment

Invested  people  (number  of  hours)  

Project  linked  costs    

Mondelez  

BHX  

WDFG  

REWARDS: Early results (vs same period 2014)

May   June   July   August  

Passengers   Store   Category   Brand  

YoY  Grow

th  (%

)  

0  

Summary – ‘recipe for success’

1.  TRAVELER   2.  FINANCIALS  

3.  MID/LONG  TERM  

Inspiration & Advice

INSIGHT & SHOPPER Insight & shopper focused mindset kept all conversation focused, balanced and result oriented. BRAND Shoppers’ hearts are touched by a brand, make sure that the most relevant asset is activated. TRUST & COURAGE Speak up if an idea is ‘non-affordable’ and find solution together, or reject non-sustainable ideas. DRIVE TO SUCCESS Action plan will be produced by the brand owners team, take project leadership and ensure that you dedicate the right team

Inspiration & Advice

DEDICATED TEAM Have an aligned team of people with the energy and dedication to make a difference and really drive a project forward HONESTY Being open and honest with the team on what you can do and where concerns or risks are. FLEXIBILITY Be open to new ideas and ways of working. Be willing to adapt to these new ideas to enable them to work.

Inspiration & Advice

PERSERVERANCE We tried on many occasions to form such a trinity collaboration with Cadbury and for many reasons never seemed to get any motion- take the opportunity when it arises. OPEN DIALOGUE Never hold back on the facts, be open and honest from the offset to be clear about what is and isn’t possible and then deliver.. INVOLVEMENT Keep close to the project, drive from the front and demonstrate the importance from your part of the trinity.

Real partnership in practice: Stepping up to the Trinity challenge

Richard Gill – Birmingham Airport Tim Sargent – World Duty Free Group

Anna Szentivanyi – Mondelez World Travel Retail