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A premium channel for a premium brand

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Whilst some disagree, inflight retail has proven to be a hugely effective sales and marketing channel. Indeed, brand builiding and recognition may be significantly enhanced inflight.

Ruth Harrison revisits the case for the luxury brands to take to the skies once more.

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A premium channel for a premium brand

  1. 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
  2. Technology enhancing the customer experience and adding value to the bottom line
  3. BURBERRY WORLD LIVE
  4. Live catwalk shows filmed and beamed instantly to store
  5. Bringing the catwalk directly into stores and simultaneously on customers mobile devices
  6. Making the runway a reality
  7. Large screens magically turn into mirrors
  8. A digital app engages with customers by recognising pre-programmed information
  9. Within beauty areas, multi- functional screens show moving content or changing imagery
  10. Digitally-enhanced interactive windows welcome shoppers with style tips based on their current outfit
  11. 3M+ Facebook fans are selected and invited to fashion shows and special events in store
  12. Constant customer engagement via social channels
  13. RFID continues to be a trend, used to track and release information
  14. Your customised Trench – ultimate personalisation
  15. PRODUCT RESEARCH OF CHINESE TRAVELLING PASSENGERS Source: Mind Set Research
  16. PRODUCT RESEARCH OF CHINESE TRAVELLING PASSENGERS Source: Mind Set Research
  17. Life in the air is luxurious Source: Google Images
  18. Does the customer shopping experience match? Source: Google Images
  19. In-flight magazines lack luxury texture with limited content Source: Google Images
  20. The connected consumer
  21. Free WiFi connectivity onboard is expected service Source: Google Images
  22. In-flight media content
  23. Introduction to in-flight shopping Source: Google Images
  24. Onboard kiosks Source: Google Images
  25. Art gallery Source: virgin.com
  26. Flash sales in-flight Source: Google Images
  27. Customers are viewed as PAX numbers, no special customer experience Source: Google Images
  28. 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
  29. Luxury cosmetics in-flight, no access to larger luxury goods or services Source: Google Images
  30. The in-flight magazine content on media screens Source: Google Images
  31. Shop from your seat in comfort and in your own time Source: Google Images
  32. Synchronised App identifies customer by seat number Source: Google Images
  33. From guided discovery of self directed discovery of luxury websites and services Source: Google Images
  34. Value the customer as a person and make them feel special Source: Google Images
  35. Access to personalised goods Source: Google Images
  36. Treat as VIP Give access to real exclusivity and early release items Source: Google Images
  37. Respect and value your customer Say Thank You and mean it Source: Google Images
  38. To satisfy and maximize customer satisfaction, aircrafts need to be hyper-connected Source: Google Images
  39. 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.
  40. 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
  41. Why & Why Now DIGITAL TRANSFORMATION
  42. 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.
  43. 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.
  44. KEy elements3 Key Elements for Digital Transformation Vision & Leadership Digital Customer Experience Digital Trans- formation Team
  45. KEy elements3 Key Elements for Digital Transformation Where are you? Vision & Leadership Digital Customer Experience Digital Trans- formation Team
  46. 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?
  47. THANK YOU For questions or suggestions: Ruth Harrison rharrison@thoughtworks.com

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