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Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012
The document discusses 'guerrilla retailing' strategies for enhancing the shopping experience at airports, emphasizing the importance of making customers feel welcome, comfortable, important, understood, and appreciated. It outlines techniques such as proper greeting practices, personalized interactions, and fostering a positive environment to meet the needs of hurried airport shoppers. Additionally, it highlights metrics to track customer traffic and sales efficiency.
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Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012
- 1. Selamat Pagi, Selamat Datang “GUERRILLARETAILING” Malaysia Airport Holdings September 20, 2012 Orvel Ray Wilson, CSP GOOGLE me THE GUERRILLA GROUPinc
- 4. If you’re goingto be texting: • I’m listening to @OrvelRay Wilson who is teaching us about Guerrilla Retailing and it’s fantastic. #MAHB THE GUERRILLA GROUPinc
- 5. What do weMean by “Guerrilla”? THE GUERRILLA GROUPinc
- 6. The most successfulmarketing series in history:
- 7. What do weknow about airport shoppers?
- 8. • They areon their way TO somewhere • They have limited time • They are looking for last-minute or forgotten items • They often have a negative perception of value THE GUERRILLA GROUPinc
- 10. 5 Things EveryCustomer Needs • Feel Welcome • Feel Comfortable • Feel Important • Feel Understood • Feel Appreciated THE GUERRILLA GROUPinc
- 11. The Need toFeel Welcome • Break the “Force Field” THE GUERRILLA GROUPinc
- 12. “Force field” examplegoes here
- 15. The Need toFeel Welcome • Break the “Force Field” • Put everyone in “uniform” THE GUERRILLA GROUPinc
- 17. The Need toFeel Welcome • Break the “Force Field” • Put everyone in “uniform” • Greet at the Door THE GUERRILLA GROUPinc
- 19. The Need toFeel Welcome • Break the “Force Field” • Put everyone in “uniform” • Greet at the Door • Smile first • Maintain eye contact THE GUERRILLA GROUPinc
- 20. The Need toFeel Comfortable • Offer your name • Use theirs • Never ask, “May I help you?” • Ask, “When is your flight?” • Ask, “What can I help you find?” THE GUERRILLA GROUPinc
- 21. The Need toFeel Comfortable • Comfortable seating • Play area for kids • Luggage Storage THE GUERRILLA GROUPinc
- 22. The Need toFeel Important • Listen • Use Verbal Attends • Ask LOTS of questions • Never make them wrong or stupid THE GUERRILLA GROUPinc
- 24. The Need toFeel Understood • Use signposting to match their criteria • Ask, “Is this what you had in mind?” • Never let them handle the product, unless . . . THE GUERRILLA GROUPinc
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- 26. The Need toFeel Appreciated • Give them something extra • Thank them at the end of the transaction THE GUERRILLA GROUPinc
- 28. Traffic and ClosingRatios • Average cost to bring a customer in the door can run as high as RM600 • If a customer doesn’t come back you’ve lost money on them. THE GUERRILLA GROUPinc
- 29. Traffic and ClosingRatios • Track conversions –Door-beam counter –Develop a formula –Post ratios daily THE GUERRILLA GROUPinc
- 30. Spiffs and Incentivesto drive desired behaviors • First sale • Biggest sale • Most Items • Smallest sale • Last sale THE GUERRILLA GROUPinc
- 31. 5 Simple Stepsto Train: • Greeting • Qualifying • Suggesting • Cross-selling • Closing THE GUERRILLA GROUPinc
- 33. Terima Kasih! • Friendme on facebook • Join my network on LinkedIn • Follow me on Twitter @OrvelRay • Coming back in January THE GUERRILLA GROUPinc
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Editor's Notes
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