Tfwa presentation final1
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This keynote presentation was delivered by Stephenie Rodriguez at the Marina Bay Sands Exhibition at the TFWA Asia Pacific Conference. The subject of the session was e-Perfect and designed to give tax free retailers and partners insights into how to succeed and save money in the areas of digital, mobile, social and cloud computing.
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Tfwa presentation final1
- 1. Nine Ways To Increase Penetration Through Innovation “WTF - What’s The Future i of Duty Free Retail?” 12 May 2013 – TFWA Singapore
- 2. Stephenie Rodriguez @Digitalgodess #WTFTFWA @DigitalGodess on Twitter @Stickidm #9FactorsSMSuccess
- 4. MY AGENDA Three Examples of Best Practice Three CRITICAL Elements to Succeed Three Things to Do Tomorrow
- 5. “Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.” – Brian Solis
- 8. THINK LIKE A PUBLISHER!
- 10. TIME (Dedicated Resources) Treat social media channels as digital store fronts -customers will expect a CONSISTENT EXPERIENCE.be as good, if not better thanin real life.
- 11. TALENT - Expertise and Experience The Hostess
- 12. TECHNOLOGY REPUTATION MANAGEMENT TOOLS CUSTOM BUILT MOBILE APPS SOCIAL MEDIA MARKETING PLATFORM
- 14. Align Your BUSINESS Goals
- 15. Foster a Culture of Collaboration! VS
- 16. Have a Converged Media strategy that brings people to and through the Audience Sales Funnel! Converged Media Sow Many Seeds!
- 17. 9 WAYS TO INCREASE REVENUE Have a Plan DO REMARKABLE Think like a Publisher ResourceYour Presence (DIGITAL POP UP STORES) SEEK PROFESSIONAL HELP USE POWER TOOLS Define Social Business Goals Foster Collaboration Connect The Dots (Earned, Owned and Paid)
- 18. What is the Future of Business? “Digital Marketing activities without analytics is like driving a car with no odometer, speedometer, petrol gauge or seatbelt with no windows or mirrors.”
- 19. GEN C’s are not bound by age or defined by income. They do not use traditional means to make decisions. They unite based on interest and behavior. Generation C – The Connected
- 20. By three methods we may learn wisdom: First, by reflection, which is noblest; Second, by imitation, which is easiest; and third by experience, which is the bitterest.” - Confucius
- 21. Have A Question? stephenie.rodriguez @ stickidigitalmedia.com.au @DigitalGodess DigitalGodess
Hinweis der Redaktion
- BECAUSE I AM doing all I can today to work with the auspicious and lucky numbers, I am breaking my nine points into groups of three. I will first tell you what you should see with a three examples of best practice and what we can learn from each one of them to help us increase our sales penetration and establish better relationships with our customers, stakeholders and and partners. Next I will TELL you what you are going to require – internally – to make some of these examples become your own successes. And finally, I will tell you what you should DO tomorrow to realize and put these learnings into your business.
- So that we are all using the same point of reference, I just want to clarify what social media is. As all media is social (stories told by some one and purposed for a recipient) I tend to like to differentiate traditional marketing as analogue and any marketing that is powered by technology as digital.
- The First thing that you can do to improve your sales penetration is to embrace the future, and PLAN for it. Caffe Ritazza is one travel retail brand that invested in a creating a strategy for success that went across silos – investing in a new in store concepts that rehumanized the journey by providing amenities like each access to power points, free wifi, chair hooks for hand bags and various types of seating for customers whom might have more dwell time that the grab n g0 commuter or airport employee. This implementation was not instantaneous, however, I can confidently state that there LFL sales increase significantly in the first year. What I like best about this execution which is not obvious to an external eye is that this project crossed the marketing silo, and brought together a passionate cross functional team of including operations, SSP’s Product Development Teams, Store level employees, and delivered increase revenue, innovation, share of voice and a win win for the company and its customers.
- 2nd Example of innovation CREATE VALUE!GIVE CUSTOMERS SOMETHING TO TALK ABOUT! Duty Free Resellers need to rethink their strategies and invest in disruptive messaging that creates experiences. James Richardson’s Johnney Walker Engraving Station in Auckland is something I recently experienced. This successful partnership between a duty free brand and Diageo can also be found in Taiwan and Los Angeles Airports. This creates a bit of retail theatre for high end customers driving both purchase that is worth talking about REMARKABLE. The JR Watchco sales salon at Melbourne Airport and Auckland also provide its discerning passengers with REMARKABLE Service and REMARKABLE stock.
- Tip 3 For Tax Free comes from a well reputed Luxury Brand prolific and highly engaged brand is Burberry. – in April Burberry posted a 10% increase in sales with strong and positive sales in China and Hong Kong. This company took first mover advantage over other luxury good companies and turned their strategies toward digital – and with success not merely measured by conversations but also through commerce. With the help of digital creative agencies and external partners, Burberry created their own online community centric to customers and future customers who loved their trench coats – This initiative is called the Art of the Trench and is one of my favourites. In the year following the launch of the Art of the Trench in November 2009, Burberry's Facebook fan base grew to more than one million, the largest fan count in the luxury sector at the time. E-commerce sales grew 50 per cent year-over-year, an increase partially attributed to higher web traffic from the Art of the Trench site and Facebook. The site had 7.5 million views from 150 countries in the first year. Conversion rates from the Art of the Trench click-throughs to the Burberry website were significantly higher than those from other sources. By all metrics, quantitative and qualitative, the campaign was a success.The success of the Art of the Trench affirmed Burberry's strategic focus on digital. By 2012, Burberry had moved 60 per cent of its marketing budget to digital. It also had the most number of Facebook fans and Twitter followers in the luxury sector. CEO Bailey described Burberry as being "as much a media-content company as a design company".Burberry has executed many other digital innovations, setting the bar for online customer engagement. Each of these initiatives has built on the digital strategy Burberry kicked off with the Art of the Trench, and has led to the brand's pre-eminent status as a tech-savvy brand. We can all take all lesson from Burberry, because they know that Facts Tell, and Stories Sell!
- Now that I have SHOWN you three ways you can follow those three examples to drive future sales, I will TELL you what you need to consider if you want to succeed in social media.
- To achieve the success of the some of the companies that we’re reviewed to the fi
- IT IS IMPOSSIBLE TO BELIEVE THAT THE HUMAN RACE IS BIG ENOUGH TO MANAGE THE VOLUME OF CONVERSATIONS AND SOCIAL DATA WE CREATE EVERY DAY. INVESTING IN TECHNOLOGY WILL ALLOW YOU TO IDENTIFY, TRACK, ENGAGE AND CONVERT MORE EFFICIENTLY. IT IS EXEOSKELTEON OF ANALYTICS AND MEANS FOR WHICH WE CAN MEASURE SOCIAL SUCCESS. THERE IS SIGNIFICANT VALUE TO INFORMATION.
- Now that I have SHOWN you three ways you can follow those three examples to drive future sales, I will TELL you what you need to consider if you want to succeed in social media.
- Before embarking on a single point I have offered here today, Take a moment and ask your self, what are the goals of the business this year, next year, and in 10 years. - Ask yourself will your brand, store or product be relevant to the Connected traveler? Will you have a relationship with them based on value? Then ask yourself a final question – WHAT IS THE COST OF INACTION? What will happen is we keep things status quo?
- A brand is the sum of all of the perceptions and interactions that one has with it. True transformations happen when a culture is present that fosters collaboration. This challenges most businesses because of the existence of operational silos. To improve sales, rethink your corporate culture, create a centre of excellence by offering employees who are true digital natives training on how and when to become your online advocates. Companies like Dell and Zappos have done this and increased their sales successfully. Your employees are your front line to social sales success.
- Owned Media is your website, your applications, and your premises, signage, point of sale. Paid Media is advertising that you do.Earned media references what others say about you when they act as a promoter or cheerleader. This is the hardest form of media to achieve. This is a cross functional exercise that should involve vendors, agencies, internal marketing teams and operations because there is truly an upside for everyone, esepcially the connected consumer who seeks a remarkable experience so that they can become a part of the narrative through their own contributions – taking place on social network.
- Needs visual treatment
- The thousands of conversations taking place on line and our need as businesses to interject ourselves into the to drive footfall, average spend per passenger, like for like sales and footfall is ever increasing
- Ericcson predicts that by the Year 2020, there will be 50 Billion – we are just a few years away from Ubiiquitous Connectivity. This is the Future of the Travel Retail. They are your customers, they are your clients, they are your staff, they are your children. They are your leaders. They are you! It is not time to remain disconnect. It is time to connect.