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.
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
30. 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
38. Treat as VIP
Give access to real exclusivity
and early release items
Source: Google Images
39. Respect and value your customer
Say Thank You and mean it
Source: Google Images
40. To satisfy and maximize
customer satisfaction, aircrafts
need to be hyper-connected
Source: Google Images
41. 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.
42. 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
44. 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.
45. 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.
46. KEy elements3 Key Elements for Digital Transformation
Vision &
Leadership
Digital
Customer
Experience
Digital Trans-
formation
Team
47. KEy elements3 Key Elements for Digital Transformation
Where are you?
Vision &
Leadership
Digital
Customer
Experience
Digital Trans-
formation
Team