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

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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
  • 6. Live catwalk shows filmed and beamed instantly to store
  • 7. Bringing the catwalk directly into stores and simultaneously on customers mobile devices
  • 8. Making the runway a reality
  • 10. A digital app engages with customers by recognising pre-programmed information
  • 11. Within beauty areas, multi- functional screens show moving content or changing imagery
  • 12. Digitally-enhanced interactive windows welcome shoppers with style tips based on their current outfit
  • 13. 3M+ Facebook fans are selected and invited to fashion shows and special events in store
  • 15. RFID continues to be a trend, used to track and release information
  • 16. Your customised Trench – ultimate personalisation
  • 17. PRODUCT RESEARCH OF CHINESE TRAVELLING PASSENGERS Source: Mind Set Research
  • 18. PRODUCT RESEARCH OF CHINESE TRAVELLING PASSENGERS Source: Mind Set Research
  • 19. Life in the air is luxurious Source: Google Images
  • 20. Does the customer shopping experience match? Source: Google Images
  • 21. In-flight magazines lack luxury texture with limited content Source: Google Images
  • 23. Free WiFi connectivity onboard is expected service Source: Google Images
  • 29. Customers are viewed as PAX numbers, no special customer experience Source: Google Images
  • 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
  • 31. Luxury cosmetics in-flight, no access to larger luxury goods or services Source: Google Images
  • 32. The in-flight magazine content on media screens Source: Google Images
  • 33. Shop from your seat in comfort and in your own time Source: Google Images
  • 34. Synchronised App identifies customer by seat number Source: Google Images
  • 35. From guided discovery of self directed discovery of luxury websites and services Source: Google Images
  • 36. Value the customer as a person and make them feel special Source: Google Images
  • 37. Access to personalised goods Source: Google Images
  • 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
  • 43. Why & Why Now DIGITAL TRANSFORMATION
  • 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
  • 48. 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?
  • 49. THANK YOU For questions or suggestions: Ruth Harrison rharrison@thoughtworks.com