Melvin Broekaart, Air Commerce

1. m e m o r a b l e a i r p o r t e x p e r i e n c e s
Marketing to Appeal to
a New Digital
Generation

2. ‘New Digital Generation'
WE ARE ALL PART OF IT.

3. Retail used to be all about
PRODUCT AVAILABILITY.

4. Physical store was an
IMPORTANT PART OF THE MARKETING
MIX.

5. 69% of luxury shoppers want to
physically see and touch a luxury
item before they buy it.

6. Physically seeing & touching item
BECOMING RARE.

7. Modern day retail
EVERYTHING IS AVAILABLE.

8. No need to visit the physical store
LIBERATING EXPERIENCE TO
MANY

10. Online shopping will grow from
around 10% today to
40% in 2027

11. Brand experiences are
NOT ONLY ABOUT GRAND
GESTURES

12. Todays consumers love to learn
TOURISM AT DISTILLERIES RISING

13. Whisky Experience
FOR THE WORLD TO COME TO
EDINBURGH

14. Experiences have become
A SOCIAL CURRENCY.

15. Digital generation
AVOIDING AVAILABIITY FOCUSSED STORES.

16. Downtown on-premise locations
NON-COMMERCIAL FRIENDS & FAMILY
’EXPERIENCES’

17. Digital generation is used
TO GET EVERYTHING WHERE THEY WANT IT WHEN THEY
WANT IT

18. To offer a brand experience
THERE IS NO BETTER PLACE THAN THE AIRPORT

19. After passing ‘security’ and
BEFORE BEING ALLOWED TO
BOARD

20. the Golden Hour at the airport,
roughly 65 minutes of
unique dwell-time with an
open mindset and an opened
wallet.

21. Classic Barbershop
FULL AIRPORT SHAVING
TREATMENT

22. 18 hour / day
APPLIANCES DEMONSTRATIONS

23. Of which the digital amplification led
to
OVER 1.4 MILLION YOUTUBE

24. Cold weather cabins
IDEAL EXPERIENCE FOR WINTER
JACKETS

25. 18 hour / day
MIXING MASTERCLASSES

26. Permanent brand-store infused with
BRAND HERITAGE & TASTING
MASTERCLASSES

27. Melvin Broekaart | melvin@aircommerce.com
Thank you.

28. Nivea Stresstest
OUT OF AIRPORT IMPACT