DIGITAL DISRUPTION TRENDS 2016 Future proofing TRAVEL RETAIL in - PowerPoint PPT Presentation

DIGITAL DISRUPTION TRENDS 2016 Future proofing TRAVEL RETAIL in the Nordics June 8, 2016 1

STEPHENIE RODRIGUEZ Chief Executive Officer - Mighty Media Group Pty Ltd #Entrepreneur #Mother #M-Commerce Geek #Global Nomad #Foodie #Whippet Lover email: stephenie@mightymediagroup.com.au http://au.linkedin.com/in/DigitalGodess @DigitalGodess 2

Congratulations Sweden! 3

STATE OF NOW 4

DIGITAL DARWINISM “The evolution of society and technology and its impact on behavior, expectations and customs.” - Brian Solis 5

DIGITAL DARWINISM “It isn’t the law of the jungle. It’s a result of intentional business decisions that miss opportunities.” - Brian Solis Photo: Luca Paluzzi 6

The GAME has changed… 7

DIGITAL + MOBILE “Cash was Money 1.0, credit cards Money 2.0, and in a cashless economy in digital / mobile payments we’ve entered the Money 3.0 era.” - David Marcus, former CEO of PayPal 8

DIGITAL + MOBILE “When travel retail brands learn to leverage a mobile connection with travelers to their advantage, they hit pay dirt.” 9

TRENDS 10

A CASE FOR CONTENT 11

11 The is more to mobility than an app… Newsstands are the new green-field for content marketing Leverage new media and distribution formats to entice new customers and align brand strategies. Publishing to the newsstands creates reader serendipity that exceeds your present brand reach much like search engines do. More importantly, content on newsstands creates a means for brands and retailers to initiate a digital handshake that allows YOU to talk to an intentioning consumer on their mobile device. 12 ( It’s intimate marketing .)

Think Like An Airline Use Video, Text and Images to Tell Your Story Co-Create with Consumers A Create immersive moments Leverage Mobile Wallet where your customers mobile Boarding Pass s Consumers already use a become storytellers for you. Ini<ate a Digital Handshake Embeddable Rich Media Push sales updates, b Evoke desire by SISOMO a noCficaCons and market in real Cme. CREATE SEAMLESS JOURNEYS FOR YOUR M-Commerce offers traveller PASSENGERS (on-line, off-line to one-line) convenience and contextual relevance.

Harness the power of VIDEO A video is worth a million words. ” 90% of internet users say that seeing a video about a product is helpful in the decision making process. ” Video provides a means to educate and inspire a consumer Forrester researcher Dr. James McQuivey esCmates that one minute of video is equal to 1.8 million words - See more at: hNp://www.insivia.com/50-must-know- stats-about-video-markeCng-2016/#sthash.r3lcOdUA.dpuf

Don’t Underestimate the Value of FUN Mobile Applications, E-Vouchers FOSTER ENGAGEMENT INCREASE PENETRATION A (Think like Mary Poppins) s Drive behavior through gamification CREATE ROBUST DATABASES CREATE SHARABLE CONTENT Ensure there is transparency ( 92% of women will share b a and the ability to AB test and something on social media if they measure. find it valuable.) 15

RIGHT PLACE RIGHT TIME 16

PROXIMITY = RELEVANCE “ Hardys wines experienced a 471% sales uplift by leveraging m-commerce and using iBeacon technology at Sydney Airport in March 2016.” We created the narrative with consumers with a call to action to become a Hardys Hero, and celebrate The Journey Shiraz and Cabernet Sauvignon during feature promotional months. The activation included mobile landing pages, a micro-site quiz game, a brand-building wine tasting for key stakeholders, a sweepstakes with top prizes, and an aggressive social media presence for the 60-day campaign. 17

WHY iBeacon? Value of in-store retail sales influenced by beacon-triggered messages in the United States in 2015 and 2016 (in billion U.S. dollars) 18

PROXIMITY SOLUTIONS 14 When the digital traveller is within a pre-set range of an Ibeacon linked to the saved and accepted o ff er, a push SEC TIO N II - S O C IA L M E D IA M A R K E T IN G noti fi cation is sent to the CASE STUDIES device. The signal is NOT Wi- fi dependant and operates on low frequency Bluetooth. This can be a day-parted o ff er/reminder of a TR Exclusive, or an “invitation” to the category stage for sampling. 19 14 Hardy’s Hero Activation MIGHTY MEDIA G

MOBILE + CROSS 20

20 CROSS DEVICE CONSUMER JOURNEYS CONVERSION SEARCH Ensure that the click path is designed to # 90% of consumers start searching on one Google s ulCmately deliver a purchase on device and finish on another according to conversion including secure payment gateways, responsive mobile pages, etc.

How to future proof your business… 22

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24 Four Ways Ensure Digital Sustainability DISCLAIMER: Know that things will continue to evolve…always ask WHY NOT? Embrace Leverage Mobile+Cross Think Outside iBeacons Rich Media Platform the App Deploy loca*on-based Tell your story in mul*ple short Explore digital touch points to technology like iBeacons to Design the digital traveler and long form content tell a broader and wider story. en*ce passengers to take up journey to reduce fric*on and mediums. Use AB tes*ng to Enlist Influencers and immediate offers such as duty increase conversion. Leverage find exactly the sweet spot consumers to help tell your free, sampling, flash sales and the most popular channels and where you can engage the story. relevant content based on their endeavor to create unique most lucra*ve consumer base. loca*on. content.

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23 , contact@mightymediagroup.com.au Questions? w v t + 6 1 4 1 6 0 8 9 0 0 0 stephenie@mightymediagroup.com.au 26