NEWS/INSIGHT: GOOGLE Unlock the full potential...
Above: The power of data was the central theme of discussion during GSF 2017, held in Vienna, Austria. Source: Markus Wache.
to address three questions: Can digital help to make your business model more sustainable? Can digital help you reach travellers during ‘moments’ in their path to purchase? Can digital tools help you to get a better understanding of the customer journey?
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What in your eyes is an effective omni-channel strategy and is the term too loosely defined? As with any changes in user behaviour, it is normal for retailers to struggle with figuring out how these changes impact their business. That is also true for the term omni- channel. Consumers don’t care about channels, and neither should retailers anymore. That to me is the key to ‘omni-channel strategy’: understanding consumers better, and enabling a seamless experience for them. It’s not about launching the hottest new omni-channel feature. It’s about fundamentally changing
“Consumers don’t care about channels, and neither should retailers anymore. That to me is the key to ‘omni-channel strategy’: understanding consumers better, and enabling a seamless experience for them.”
Jan Hieronimi, Google Germany
18 TRBUSINESS
What is your view on the buzzwords of today’s travel retail exploratory technology (geofencing, CRM systems, WiFi beacon technology, instore heat mapping etc.) and crucially, how effective are they in using data to achieve return on investment? There are for sure a lot of buzzwords and not all new ideas drive value. But generally speaking, there is a lot of value in understanding consumer journeys across channels and then making those insights actionable and investing money for the right channels. At Google, there are a lot of
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efforts being made to achieve this: measuring how ad clicks influence store visits, bringing together CRM data and Google AdWords data to measure store transactions, or even using CRM data with Google Analytics. These tools are very effective in
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achieving better ROI, once you start putting money into the channels and ‘moments’ where users want to engage with you.
Much of the current industry debate revolves around increasing global in-store penetration rates (between 8%- 14% depending on the source) and spend per passenger, but
the way we run our businesses, by putting the consumer at the centre of it, regardless of channels.
this has become something of a moot point. What in your eyes is the key to improving both? I hope I am not sounding like a broken record here, but we think that digital can help. By targeting travellers even before they go on their trip, then geo-targeting them as they arrive at the airports and start spending time on their mobile devices as they wait for their flight, we are certain digital can help to drive travellers to stores. We have seen this work very well in
other industries. Retailers can inspire users using display ads or video ads, or by showcasing products and prices when users search on Google. All of this helps with getting more
consumers – and more qualified consumers – into the store. And then we need the magic of traditional retail to make the sale and increase spend per passenger.
Google has stressed the importance of understanding these so-called ‘micro-moments’ during travel, with journey loyalty more important than any brand loyalty. Should airports be focusing less on product and more on experience? Part one of the answer to this is showing up for these ‘micro- moments’: being present, showcasing your offers or products, telling your story. Part two is indeed about catering
to the ‘new’ consumers who have become more demanding about
JUNE 2018
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