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Airline travel has always been deemed exotic, its mystique and the status it
gives passengers offers the perfect environment for the social media led
enhancement of brand reputation.
Overwhelmingly inflight retail is the place for luxury brands. For a start.
behind each purchase is a story...
INFLIGHT SOCIAL MEDIA:
THE PERFECT PLATFORM
FOR LUXURY BRANDS
Technology enhancing
the customer experience
and adding value to
the bottom line
Airline Retail Conference - Social Media and Luxury - Ruth Harrison
Airline Retail Conference - Social Media and Luxury - Ruth Harrison
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
Not since the
Industrial Revolution have
we seen such dramatic change
in the social landscape
The connected consumer
Boomers and Millennials will
continue to influence retail.
Source: Google Images
Social networks will serve
as shopping platforms
Source: Google Images
Loyalty-wise:
points-for-purchase model
will no longer be effective
Source: Google Images
Retailers will continue to adopt and
experiment with technology
Social Responsibility will be
ever more important
Source: Google Images
Data will become more
accessible and powerful
More retailers will take
control of their value chain and
improve order fulfilment
Source: Google Images
More e-commerce sites will
set up offline locations
Source: virgin.com
Retailers will localise their
product mix and store formats
will adapt and win
Mobile will continue to
grow in all directions
Source: Google Images
Stores with Omni-Channel
will continue to thrive
Source: Google Images
Bottom line is all about the
customer experience
Source: Google Images
ThoughtWorks worked with Domino’s Pizza
to bring customers closer to the ultimate
pizza ordering experience.
Airline Retail Conference - Social Media and Luxury - Ruth Harrison
A new style of IT emerging
A new style of IT emerging
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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Airline Retail Conference - Social Media and Luxury - Ruth Harrison

  • 1. Airline travel has always been deemed exotic, its mystique and the status it gives passengers offers the perfect environment for the social media led enhancement of brand reputation. Overwhelmingly inflight retail is the place for luxury brands. For a start. behind each purchase is a story... INFLIGHT SOCIAL MEDIA: THE PERFECT PLATFORM FOR LUXURY BRANDS
  • 2. Technology enhancing the customer experience and adding value to the bottom line
  • 5. Live catwalk shows filmed and beamed instantly to store
  • 6. Bringing the catwalk directly into stores and simultaneously on customers mobile devices
  • 7. Making the runway a reality
  • 9. A digital app engages with customers by recognising pre-programmed information
  • 10. Within beauty areas, multi- functional screens show moving content or changing imagery
  • 11. Digitally-enhanced interactive windows welcome shoppers with style tips based on their current outfit
  • 12. 3M+ Facebook fans are selected and invited to fashion shows and special events in store
  • 13. Constant customer engagement via social channels
  • 14. RFID continues to be a trend, used to track and release information
  • 15. Your customised Trench – ultimate personalisation
  • 16. Not since the Industrial Revolution have we seen such dramatic change in the social landscape
  • 18. Boomers and Millennials will continue to influence retail. Source: Google Images
  • 19. Social networks will serve as shopping platforms Source: Google Images
  • 20. Loyalty-wise: points-for-purchase model will no longer be effective Source: Google Images
  • 21. Retailers will continue to adopt and experiment with technology
  • 22. Social Responsibility will be ever more important Source: Google Images
  • 23. Data will become more accessible and powerful
  • 24. More retailers will take control of their value chain and improve order fulfilment Source: Google Images
  • 25. More e-commerce sites will set up offline locations Source: virgin.com
  • 26. Retailers will localise their product mix and store formats will adapt and win
  • 27. Mobile will continue to grow in all directions Source: Google Images
  • 28. Stores with Omni-Channel will continue to thrive Source: Google Images
  • 29. Bottom line is all about the customer experience Source: Google Images
  • 30. ThoughtWorks worked with Domino’s Pizza to bring customers closer to the ultimate pizza ordering experience.
  • 32. A new style of IT emerging
  • 33. A new style of IT emerging
  • 34. 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.
  • 35. 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
  • 36. Why & Why Now DIGITAL TRANSFORMATION
  • 37. 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.
  • 38. 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.
  • 39. KEy elements3 Key Elements for Digital Transformation Vision & Leadership Digital Customer Experience Digital Trans- formation Team
  • 40. KEy elements3 Key Elements for Digital Transformation Where are you? Vision & Leadership Digital Customer Experience Digital Trans- formation Team
  • 41. 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?
  • 42. THANK YOU For questions or suggestions: Ruth Harrison rharrison@thoughtworks.com