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Airport shopping trends - how travel retail can benefit from digitalization - fireside chat (2/5)

October 30, 2017
About the author Christian HolzschuhChristian Holzschuh
Online Marketing

How to create customer engagement and how to master digitalization? During their fireside chat, Peter Mohn, owner and CEO of m1ndset, and Kian Gould, founder and CEO of AOE, discuss why many airports and (travel) retailers struggle with digitalization.

Approaches such as click & collect only show products and prices with little benefits to the customers. Digitalization is often seen as a way to drive more traffic to stores. But E-Commerce is a completely different channel with different target groups, fulfillment, etc. Hence, due to non-compelling offers, typical conversion rates are less than one percent of travelers, which leads to an extremely limited ROI.

So, how to create customer engagement? Amazon can be the best teacher for travel retail and the digital airport. People are expecting a seamless, easy-to-use journey that gives them unique advantages.

Online shopping is very much about convenience. Airports and retailers need to create a compelling Omnichannel customer experience with convenient benefits for everyone. Convenience could include pre-completed personal data forms, online shopping and payment, delivery to gate, lounge or home, or offers for re-purchases and related products and connection to airport services such as loyalty programs, fast-track and lounge access.

Kian Gould

Kian Gould

Founder and CEO / AOE
Online Shopping is very much about convenience. To create customer engagement, retailers need to create a compelling omnichannel customer experience that is convenient and really benefits people."

Aviation

How airlines can regain trust, loyalty and revenue by taking control of the digital customer journey.

December’s World Aviation Festival in London was a great opportunity to bring the industry together and, although attendance was inevitably lower than normal, there was a strong conference program that carried a mood of guarded optimism. Best of all, I was delighted to see just how strongly the focus was on real action to drive ancillary revenue and recovery.  Much of 2021 has been spent waiting for a recovery to be established and many airlines have understandably been hesitant (or unable) to commit to new investment or major change in their customer operations. The long hoped-for recovery has been impossible to forecast accurately and many airlines opted to simply ‘hunker down’ and wait until a clearer path can be seen through the storm. That strategy carries deep risks. We now face a new phase of crisis as Omicron sadly develops its global presence but the fact is that the world will continue to turn, people will continue to travel, the crisis will eventually recede, and traffic will return. Airlines need to be preparing right now to create the customer experience that the recovery will demand.  Yes, the picture of how the 2022 travel market will look in recovery is still blurred right now - but the key point is that we do already know exactly what the returning customer looks like and what they want. We have a clear understanding of the experience they want - and we have the digital tools to deliver that experience.