The Moodies
Best Multichannel Communication & Best Omnichannel Strategy
Winner: Collaboration
Philip Morris International Duty Free & Play Retail
Play Retail and Philip Morris International (PMI) Duty Free collaborated on a complete digital transformation of the duty free retail environment, creating a seamless network of experiences for the channel that revolutionised the way legal age consumers discovered and purchased IQOS products. Discover IQOS is a tool that guides legal age smokers through a tailored educational journey, presenting informative and engaging content to help answer questions and communicate benefits of switching, leading to trial or purchase. Each user’s journey is made unique with recommended content; improving over time as the platform learns about which combinations of content are most effective at driving conversions. Discover IQOS combines educational videos such as testimonials, benefits of switching versus continuing to smoke and product information with bespoke interactive mini applications such as quizzes and games to help them learn. There is also an FAQ section which allows users to search the content to find answers to the questions that matter to them. It is available on both mobile and touchscreen kiosk but also as an iPad sales tool for BAs.
Play presents Discover IQOS from Play Retail on Vimeo. Below, Discover IQOS in action at duty free stores
In addition, Play created a digital reservation platform called Fast Track which makes it easy to browse and reserve IQOS products using a mobile device or at a touchscreen kiosk in the duty free shop. Play also created a bespoke digital signage platform called Loop which allows the PMI duty free team to create video playlists and schedule these to be automatically deployed to network-connected digital screens instantly, anywhere in the world. This powerful tool ensures that all content at POS remains up to date and makes updating content cost-effective compared with traditional print media. Finally, Hub is an enabler that allows legal age consumers to view up to date content and facilitate global deployment. This tool has two main features: a CMS system and a reporting dashboard to collect consumer insights. In August 2020 Play and PMI Duty Free rolled out the first deployments of Discover IQOS and Fast Track in Zürich and Tokyo, followed by mobile only deployments in more than 30 global locations across Europe, Asia and the Middle East.
Play devised a tactical ‘platform’ based approach, meaning that the solutions created are highly customisable and can be easily developed to support future product launches and promotions. In particular, Discover IQOS uses existing powerful brand video and educational content, that would not normally be made widely available to consumers, to help tell the brand story and explain the technology and benefits of IQOS. Multiple languages, content subtitles and accessible UI design means that the solution is created with all users in mind. As part of the long-term strategy, all usage statistics are recorded and displayed in the Hub analytics dashboard. This includes session, engagement and transactional data for Fast Track and also interaction, conversion and traffic source data for Discover IQOS. Importantly, the data allows Play and PMI Duty Free to fine-tune the experiences and develop marketing strategies based on real world metrics and KPIs.
The Moodie Davitt eZine The Moodies 2021
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