FRANCE/INTERNATIONAL. The challenges and opportunities of the digital environment were discussed at the TFWA Digital Focus workshop, held this morning (2 October) in Cannes.
The event is part of the conference programme at this year’s TFWA World Exhibition & Conference.
Shiseido Travel Retail Global Digital & Media Marketing Manager Shi Ling Tan (pictured above) presented first. She cited Shiseido Group President and CEO Masahiko Uotani’s vision to digitalise the company and to become the most digitally exciting beauty company by 2020. She also discussed how the Trinity principle could be extended to include other elements, such as hotels and airlines.
Mondelez World Travel Retail Head of Category Planning Ivo Knuesel told delegates that shopping no longer has the monopoly on travellers’ attention when they are at the airport. Confectionery though, as the key impulse category, has a major role to play in connecting with customers, he said.
Knuesel also discussed the importance “phygital” retail, which blends the physical and digital, as well as “retailtainment” – combining retail and entertainment. One example of that is the Cadbury’s Scratch & Win campaign. As reported, a version for TFWA World Exhibition & Conference attendees was launched at the workshop.
JCDecaux Marketing & Business Development Director Jérôme Lepage detailed how his company had experienced huge growth in digital revenues. He said digital revenue in the airport space had risen from 18% in 2013 to 28% in 2017. Data is key to success, he noted. For maximum efficiency, this must be based on co-operation between all elements of the Trinity.
The TFWA Digital Focus workshop concluded with an update from European Travel Retail Confederation (ETRC) Deputy Secretary General Julie Lassaigne. She assessed the impact of increasing legislative demands for product information. It is, she stated, impossible to meet local language requirements on the label as the requirements on the supply chain are too onerous. Such legislative demands place travel retail exclusives at risk, Lassaigne said.
As reported in Moodie Davitt Live, Lassaigne also detailed ETRC’s pilot for a digital platform which would allow consumers to access essential information via a mobile device.
