Contentainment /Experiential MarketingSpainMay 2013
Contentainment delivers innovation and an engaging retail environment“High quality airport store,key brand partners andsha...
1. Contentainment is a trademarked, innovative and exclusive media andmerchandising marketing tool. It uses merchandising ...
• The best airport media• Unique point of difference within the airport environment:• Visual and audio• Flexible• Destinat...
Iconic ScreenAdvertisingAdditionalMerchandisingWindow DisplaysWindow SurroundsTailored SamplingUnitsBespoke SamplingStaffEx...
Iconic Screen Advertising | large format hi-def displaysEye-catching digital media:• High definition “Feature Wall” displa...
Window Displays | visual impactFront of Store attraction:• Window displays can be dressed and decorated to create a stunni...
Window Surrounds | front of store dominanceEngage, involve & inspire:• Extending the window displays across the full canva...
Additional Merchandising | increased store presenceBeautyBrandsuppliedGondolaWDF LiquorGondolaLiquor BrandsuppliedGondolaL...
Tailored Sampling Units | bespoke displaysSampling made easy:• Engage customers with sampling stations that can bedressed ...
Bespoke Sampling Staff | trained and measuredProfessional staff:• A team of multilingual staff can speak different language...
Expo Spaces | pop-up opportunitiesAdditional trading:• Many brands have used Expo space to extend their brand personality•...
Interactive | digital engagement360 degree engagement:• Interactive TouchTable displays video, audio, photographic, text a...
Live Performances | create maximum interestIrresistible shows made easy:• State-of-the art sound systems, designed and bui...
Live Broadcasts | topical and relevantBring the outside in:• Extend brand sponsorship and marketing activity and build bra...
!In-Store Radio | increased presenceCommercial cut-through:• High quality, cinema standard audio installed throughout all ...
Destination Targeting | right product, right place, right timeUnique opportunity:• Know who our customers are, what they b...
Social Media | eCRMSocial Networking:• Social networking is now not only accepted, butdemanded• Together with the World Du...
Key Performance Indicators Evaluation | analysisPositive case histories:• Measurement against pre-agreed Key Performance I...
Airport Collaboration | media and space facilitationWorld Duty FreeGroupCustomerAirportBrandPartnerThe Trinity Approach:• ...
Contentainment | SpainImplementation timetable (CTT)14/5/13:• Barcelona T2 M3 Open1/6/13:• Palma Mallorca N18/6/13:• Madri...
Contentainment | SpainScreens per store:Barcelona T2 – 12 channel feature wall, Panoramic Till Screen displayBarcelona T1 ...
Contentainment | Barcelona T2 M3Opening date 13/5/13• 26m2 CTT area• 12 channel wall (+ interactive and TV capture)• Zoned...
Contentainment | Barcelona T2 M3Key FactsPax numbers for Barcelona are 17ml per annum.Key Airlines : Ryan Air (20.9% of sa...
Contentainment | Palma de MallorcaOpening date 1/6/13• 14m2 CTT area• 12 channel wall (+ interactive and TV capture)• Zone...
Contentainment | Palma de MallorcaKey facts:Pax numbers for Palma are 11ml per annum .Key Airlines : Air Berlin (21.57% of...
Contentainment | Barcelona T1 Schengen (floorplans tbc)Key facts:Opening May 27th August 2013Pax numbers for Barcelona is 1...
Contentainment | Madrid T1, T3, T4 (floorplans tbc)Key facts:Opening 18th June 2013 and 3rd SeptemberPax numbers for Madrid...
Contentainment /Experiential MarketingSpainMay 2013
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Ctt spain may13

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Ctt spain may13

  1. 1. Contentainment /Experiential MarketingSpainMay 2013
  2. 2. Contentainment delivers innovation and an engaging retail environment“High quality airport store,key brand partners andshared customers are at theheart of this business”José Maria Palencia, CEO
  3. 3. 1. Contentainment is a trademarked, innovative and exclusive media andmerchandising marketing tool. It uses merchandising space, coupled withexcellent in store advertising, to maximise the customer experience, drivepenetration, increase sales revenue and profit2. It is an integral part of the brand experience and DNA of World Duty FreeGroup and is unique to us3. Contentainment is an enabler for category strategies4. Contentainment is an enabler to enhance customer experiences5. Contentainment is now the experiential marketing platform for WDFGconnecting all digital media instoreContentainment
  4. 4. • The best airport media• Unique point of difference within the airport environment:• Visual and audio• Flexible• Destination targeted• Merchandising• Innovative sampling• Retail entertainment• Incremental product sales• True experiential marketing• Airport/Trinity partnerships enabled• Built up over time – tried and tested to a successful formula• 2012 – Contentainment went global – YVR• 2013 – Global locations to include Spain, Düsseldorf, Amman and ChileContentainment is the vehicle by which we deliver differentiated innovationContentainment | Benefits
  5. 5. Iconic ScreenAdvertisingAdditionalMerchandisingWindow DisplaysWindow SurroundsTailored SamplingUnitsBespoke SamplingStaffExpoSpacesInteractivityLive PerformancesLive BroadcastsIn-Store Radio DestinationTargetingSocial Media KPI Evaluation AirportCollaborations
  6. 6. Iconic Screen Advertising | large format hi-def displaysEye-catching digital media:• High definition “Feature Wall” displays• A variety of screen formats located throughout the terminals to supply multiple touch points as passengers travel throughoutthe store• Creative adaptation of content draws passengers into the store• Pin sharp resolution keeps customers’ attention• Airtime sold at 6 mins per hour (10% Share-of-Voice) + additional minutes can be purchased• Content scheduled on an hourly basis• Playlists scheduled to coincide with specific flights, live performances and broadcastsFeature Wall12 x screens arranged as a mosaicMiniWall4 or 8 x screens in a square formatSupports Main FeatureWallsTillWallSingle or panoramic screensarranged behind tillsSupports Main FeatureWalls
  7. 7. Window Displays | visual impactFront of Store attraction:• Window displays can be dressed and decorated to create a stunning visual presence on the exterior of the storeLarge formatfactice bottles and products positioned within the glass display cabinets, link the displays to digital media and in-store activity
  8. 8. Window Surrounds | front of store dominanceEngage, involve & inspire:• Extending the window displays across the full canvas of the surrounding wall adds dramatic effect to any campaign,dominating the promotional landscape within the store• Start the purchase journey by dressing and wrapping the window displays• Walls around the window displays can be dressed and decorated to create a stunning visual presence
  9. 9. Additional Merchandising | increased store presenceBeautyBrandsuppliedGondolaWDF LiquorGondolaLiquor BrandsuppliedGondolaLuxury BrandsuppliedGondolaWDF BeautyGondolaStrategically placed gondolas:• Positioned right next to the iconic screen displays• Give the customer the opportunity to see and sample product at point of purchase• Contentainment gondolas can be customised to reflect the brand look and feel• Brands can supply their own free standing gondolas within the Contentainment gondola specifications
  10. 10. Tailored Sampling Units | bespoke displaysSampling made easy:• Engage customers with sampling stations that can bedressed to reflect brand creative point of sale
  11. 11. Bespoke Sampling Staff | trained and measuredProfessional staff:• A team of multilingual staff can speak different languages across the estate• Staff are rostered to reflect brands, targeted destinations and flight timings• Staff are trained in selling skills and product awareness• Sales are tracked and monitored throughout each campaign period
  12. 12. Expo Spaces | pop-up opportunitiesAdditional trading:• Many brands have used Expo space to extend their brand personality• Campaign success has led to anniversary bookings• Use of Expo space took a brand into top 10 beauty houses for the first time ever• Ideal for brand and product launches
  13. 13. Interactive | digital engagement360 degree engagement:• Interactive TouchTable displays video, audio, photographic, text and graphics - Ideal for demonstration, education,entertainment, social interaction and data capture• Most of the FeatureWalls fitted with motion sensors, enabling customers to control and interact through gestures and bodymovements - perfect for brand and product related games and activities• Build this activity into social marketing strategy by linking this interactive technology with on-line devices so that customers canget instantly involved through Facebook ‘Likes’, social networks and e-mails
  14. 14. Live Performances | create maximum interestIrresistible shows made easy:• State-of-the art sound systems, designed and built with the complexities of liveconcert standard audio in mind.• From bands to dancers and from opera to DJs - the Contentainment areas within theWorld Duty Free stores lend themselves to creating amazing retail theatre thatengages with the customer and stimulates sales.• As an example GHD live hairdressing shows delivered a 350% return on investment.Terminals without the live events delivered 50% lower sales return
  15. 15. Live Broadcasts | topical and relevantBring the outside in:• Extend brand sponsorship and marketing activity and build brand relationships• Coincide with live TV broadcasts within the terminals• Amazing world events broadcast on television can be relayed on all of the Contentainment screens• Enhances shopping experience• Audience building customer attractions• Staff fully briefed with specific product relevance and measured against pre-set sales criteria
  16. 16. !In-Store Radio | increased presenceCommercial cut-through:• High quality, cinema standard audio installed throughout all Contentainment stores.• Influence customer attitude and mood relevant to the categoryCo-ordinate digitaladvertising and sampling activity with brand radio advertising to deliver a full brandmessageDifferent language variations is scheduled to coincide with relevant flights anddestinationsA Brand Partner who used Chinese messaging in all their communications inthe lead up to the Chinese New Year obtained a 300% yoy sales increase and share ofcategory doubled
  17. 17. Destination Targeting | right product, right place, right timeUnique opportunity:• Know who our customers are, what they buy and when they buy it• Understand the needs of our customers and optimise the commercialreturnTarget specific passengers, flying to specific destinations, withspecific product,Combine key space in store, multi-lingual audio andvisual media and multi-lingual staff targeted at specific flight times onkey days of the week• Destination Targeting drives sales, increases brand awareness andshare of category
  18. 18. Social Media | eCRMSocial Networking:• Social networking is now not only accepted, butdemanded• Together with the World Duty Free Facebook andTwitter presence, brands can utilise these interactiveand instant-web-link technologies to build awareness,develop brand involvement and ultimately drive sales• These interactive technologies are focussed in oneplace, so that customers are totally immersed in thetravel retail experience• From QR codes to multi-touch interactivity, customersare now aware of the latest in digital technology• Combining this new technology with merchandising atpoint of purchase, targeted by destination andmeasured against set criteria means thatContentainment can offer more to brands
  19. 19. Key Performance Indicators Evaluation | analysisPositive case histories:• Measurement against pre-agreed Key Performance Indicators is one of Contentainment’s USPs.• The performance of each participating brand is measured throughout the campaign, and detailed analysis is given at the endof each campaign to ensure that all elements of the Contentainment portfolio are working towards a successful outcome.• This partnership approach results in repeat participation in Contentainment
  20. 20. Airport Collaboration | media and space facilitationWorld Duty FreeGroupCustomerAirportBrandPartnerThe Trinity Approach:• Airports are increasingly willing to play Contentainment media as part of their own playlists, as they see the creative contentfrom World Duty Free and Brand Partners as enhancing the passenger journey experience• Contentainment can co-ordinate all aspects, ensuring that the media is scheduled and managed and made available in thecorrect formats• Several airports have also indicated that landside and airside space within the terminal can be made available to brandsparticipating in Contentainment Events and are keen for World Duty Free to help facilitate these opportunities
  21. 21. Contentainment | SpainImplementation timetable (CTT)14/5/13:• Barcelona T2 M3 Open1/6/13:• Palma Mallorca N18/6/13:• Madrid T1 Schengen• Madrid T1 Non-Schengen• Madrid T3 Millennium27/8/13:• Barcelona T1 Schengen8/9/13:• Madrid T4 Schengen• Madrid T4 Non-Schengen(satellite)10/10/13:• Las Palmas1/4/14:• Ibiza• Tenerife sur Planta Alta1/5/14:• Lanzarote2016:• Fuerteventura1/4/17:• Malaga CentralNB: all timings subject to change and confirmation
  22. 22. Contentainment | SpainScreens per store:Barcelona T2 – 12 channel feature wall, Panoramic Till Screen displayBarcelona T1 Schengen – 24 channel feature wall, Panoramic Till screen displayPalma – 12 channel feature wall, Panoramic Till Screen displayMadrid T3 – Millennium – 8 channel wallMadrid T1 Schengen – 8 channel wallMadrid T1 Non Schengen – 24 channel feature wall, Panoramic Till Screen displayMadrid T4 Schengen – 24 channel feature wall, Panoramic Till Screen displayMadrid T4 Non Schengen – 12 channel feature wallN.B. This is subject to amendment as refurbishment plans are finalised
  23. 23. Contentainment | Barcelona T2 M3Opening date 13/5/13• 26m2 CTT area• 12 channel wall (+ interactive and TV capture)• Zoned audio system (5 zones)• Live event system• Panoramic till displays• 3 x merchandising units• Expo facility
  24. 24. Contentainment | Barcelona T2 M3Key FactsPax numbers for Barcelona are 17ml per annum.Key Airlines : Ryan Air (20.9% of sales), TranseaeroAirlines (15.3%), Norwegian Air Shuttle A.S.(9.8%)Top five pax profile destinations for Store:Russia 3.7% of pax and 40.53% of salesUK 9.23% of pax and 12.64% of salesSpain 32.11% of pax and 5.73% of salesIreland 0.93% of pax and 4.84% of salesSweden 1.09% of pax and 5.58% of salesTop spend by category for Russia and UK:RussiaBeverages: 31.73% of their purchasesPerfumes: 44.7%Food: 16.11%UKBeverages: 15.73%Perfumes : 25.56%Food: 13.9%
  25. 25. Contentainment | Palma de MallorcaOpening date 1/6/13• 14m2 CTT area• 12 channel wall (+ interactive and TV capture)• Zoned audio system (6 zones)• Live event system• 8 x till screens• 3 x merchandising units
  26. 26. Contentainment | Palma de MallorcaKey facts:Pax numbers for Palma are 11ml per annum .Key Airlines : Air Berlin (21.57% of sales), Ryan Air(11.85%), Easyjet (12.16%), Thomson Airways (7.33%)Top five pax profile destinations for Store:Germany 35.6% of pax and 26.97% of salesUK 19.0% of pax and 31.8% of salesSpain 23.5% of pax and 7.43% of salesRussia 0.74% of pax and 6.06% of salesSwitzerland 3.41% of pax and 4.94% of salesTop spend by category for Germany, UK and Russia:GermanyBeverages: 18.8% of their purchasesPerfumes: 29.9%Food: 14.03%RussiaBeverages: 33.66%Perfumes: 42.07%Food: 19.82%UKBeverages: 15.73%Perfumes : 25.56%Food: 13.9%
  27. 27. Contentainment | Barcelona T1 Schengen (floorplans tbc)Key facts:Opening May 27th August 2013Pax numbers for Barcelona is 17ml per annum .Wdfg customers circa 1.67ml per annumTop five pax profile destinations for Stores:Spain 32.11% and 16.01% of salesUK 9.23% and 3.7% of salesGermany 8.24% and 7.88% of salesItaly 8.12% and 4.95% of salesFrance 7.7% and 12.95% of salesTop spend by category for Spain, UK and Germany:SpainBeverages: 10.31% of their purchasesPerfumes: 68.93%Food: 12.32%UKBeverages: 14.07%Perfumes : 34.29%Food: 18.0%GermanyBeverages: 13,73%Perfumes : 47.59%Food: 19.57%
  28. 28. Contentainment | Madrid T1, T3, T4 (floorplans tbc)Key facts:Opening 18th June 2013 and 3rd SeptemberPax numbers for Madrid – total airport : 29ml .Key Airlines : T1 – Iberia (42% of sales), Air Europa (7.31%), Easyjet (5.24%)Pax profile:Main nationalities in T1 : Spanish, UKStrong growth in Russian and Brazilian destinationsTop spending categories:Perfume: 36%Food: 13%Beverages: 10%Madrid T3 and Madrid T4: Further analysis to followFurther analysis for individual Brand Partners can be instigated for each store when abooking is placed
  29. 29. Contentainment /Experiential MarketingSpainMay 2013

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