Debating the digital opportunities
Speakers from Shiseido, Mondelez, JCDecaux and the European Travel Retail Confederation discussed ways travel retail can improve its digital footprint and innovations at the TFWA Digital Focus workshop.
The Digital Focus workshop attracted 310 attendees, surpassing the turnout of 237 attendees at last year’s event, and underliing the critical role of digital in the industry today.
The challenges and opportunities of the digital environment were discussed at the TFWA Digital Focus workshop, part of the conference programme at TFWA 2018.
Shiseido Travel Retail Global Digital & Media Marketing Manager Shi Ling Tan cited Shiseido Group President and CEO Masahiko Uotani’s vision to become the most digitally exciting beauty company by 2020. She also discussed how the Trinity (airports, retailers, brands) could be extended to include other parties such as hotels and airlines.
Striving for savvy digital engagement: Shiseido Travel Retail Global Digital & Media Marketing Manager Shi Ling Tan.
Mondelez World Travel Retail Head of Category Planning Ivo Knuesel told delegates that shopping no longer has the monopoly on travellers’ attention when they are at the airport. Confectionery though, as the key impulse category, has a major role to play in connecting with customers, he said.
Knuesel also discussed the importance “phygital” retail, which blends the physical and digital, as well as “retailtainment” – combining retail and entertainment. One example of that is the Cadbury’s Scratch & Win campaign. As reported, a version for TFWA World Exhibition & Conference attendees was launched at the workshop.
The 'Phygital' principle: Mondelez World Travel Retail Head of Category Planning Ivo Knuesel.
JCDecaux Marketing & Business Development Director Jérôme Lepage detailed how his company had experienced huge growth in digital revenues. He said digital revenue in the airport space had risen from 18% in 2013 to 28% in 2017. Data is key to success, he noted. For maximum efficiency, this must be based on co-operation between all elements of the Trinity.
Data the key: JCDecaux Marketing & Business Development Director Jérôme Lepage.
The TFWA Digital Focus workshop concluded with an update from European Travel Retail Confederation (ETRC) Deputy Secretary General Julie Lassaigne. She assessed the impact of increasing legislative demands for product information. It is, she stated, impossible to meet local language requirements on the label as the requirements on the supply chain are too onerous. Such legislative demands place travel retail exclusives at risk, Lassaigne said.
Lassaigne also detailed ETRC’s pilot for a digital platform which would allow consumers to access essential information via a mobile device.
Legislative update: European Travel Retail Confederation Deputy Secretary General Julie Lassaigne.
The Moodie Davitt e-Zine | Issue 249 | 11 October 2018