GERMANY. Travel retail is yet to fully exploit the potential of digital to engage with travellers to drive penetration and spend, according to Google Germany Industry Manager Retail Jan Hieronimi.
The tech giant has partnered with the Global Shopping Forum for a new seminar entitled ‘Google Meets Travel Retail’, which will take place at Google headquarters in Hamburg on 7 June 2018.
The event will explore how travel retail can bridge the digital gap between travellers and the industry by identifying ‘micro-moments’ – specific situations that present an opportunity to engage with travellers. Hieronimi will discuss how digital, and Google tools specifically, can support different business models.
“Consumers today take a complex path towards their purchases, and there are a number of instances, called micro-moments, where digital plays a role,” explained Hieronimi.
However, travel retailers are not present for all of these moments, he said. “That’s where we see a lot of potential for the industry. By targeting travellers even before they go on their trip, then geo-targeting them as they arrive at the airports and spend time on their mobile devices as they wait for their flight, we are certain digital can help to drive travellers to stores.”
The strategy has been successful in other industries through methods such as display or video advertising, or by showcasing products and prices when users search on Google, he said.
It’s vital that travel retailers show up for these micro-moments, stressed Hieronimi. “It’s about being present, showcasing your offers or products and telling your story. It’s also about catering to the ‘new’ consumers who have become more demanding about what they want from retailers. They still expect a great product, great service and knowledgeable staff, as they come better informed than in the past.”
Hieronimi said he hopes the event will jump-start Google’s cooperation with the travel retail industry: “We want to share exciting cases from travel retail players across the world and inspire the industry to think about how Google might be able to help their business. We hope we can increase the level of cooperation with the travel retail industry in the future.”
According to Hieronimi, travel retail is finally moving away from an offline focus. “It is encouraging to see many players are now experimenting with digital tools and investing in digital capabilities.
“London Heathrow, for example, has used Google Cloud to develop its Heathrow Airport Guide. Many airports now invest in platforms to measure store traffic or store transactions. We have also seen many retailers testing click-and-collect solutions for their shops.”
Hieronimi will address vital questions such as digital’s role in sustainable business models, reaching travellers during micro-moments, and how digital tools can help form a better understanding of the customer journey.
Other topics that will be covered at the event include:
- Business Model & Infrastructure: How to leverage technology to future-proof your business.
- Reaching Travellers: How to engage with your audience through smart platforms.
- How to understand the consumer journey and optimise your digital strategy for maximum impact.
- Best practice case studies of airports and brands using multichannel solutions to bridge the gap between travel retail and travellers.
- Interactive workshops with Google experts.
The event is limited to 100 delegates. Visit www.global-shopping-forum.com for more information or contact c.moor@global-shopping-forum.com to reserve a place.
