NEWS/INSIGHT: GOOGLE Unlock the full potential...
retailers and airlines, which tends to breakdown due a lack of willingness over sharing data. Can you see a way of bridging this gap through data harvesting that benefits all? Obviously this is a delicate issue, where trust between the partners and mutual benefits are key. I don’t particularly like the term harvesting either. With any data sharing, we need to
“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.”
Jan Hieronimi, Google Germany
make sure that everything is done in compliance with data restrictions, especially the new GDPR. That being said, I was surprised to find that there is not a lot of data sharing going on between the different travel retail players. In an industry where the target
audience is not stable, i.e. I might be part of the target audience today as I plan my travel, but not anymore in three weeks, data is a big business enabler. And quite frankly, it can be a big part of a business proposition. Does my partner have an
what they want from retailers. They still expect a great product, great service, and knowledgeable staff. They come better informed than in the past. And as an add-on, experiences can be a big driver for them as well. But I would make sure that the basics are covered first.
A key discussion remains stronger, consolidated revenue opportunities between airports,
infrastructure in place that will help me make more informed decisions? Can you provide insights that I don’t have already?
Tightened General Data Protection Regulation (GDPR) rules have started in the EU. Does this represent an opportunity or threat to airport retail’s use of traveller data for commercial purposes?
First and foremost, it protects users. And since we all are users of different online services, that is good news. We all rely on user trust, which
enables us to offer our platform, our services and our products. Anything that makes sure that users know that their data will not be misused is good, because it means they will continue to engage with us in the digital space, through our websites or apps. In the short run, it might make
things more complicated for the industry to have to comply with stricter regulation. But in the long run, we think it’s good to make sure users can comfortably move through the Internet.
Finally, what can we expect next from Google in travel retail? We hope the travel retail event hosted by GSF can really jump start our cooperation with the 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. «
Google Meets Travel Retail: How to bridge the digital gap between travellers and the travel retail industry, takes place on Thursday 7 June at Google Germany’s headquarters in Hamburg.
This content is for subscribers only. To receive a full digital copy of the June issue,
plus 12 monthly print editions and the critically acclaimed TRBusiness Top 10 International Operators Report, please visit
www.trbusiness.com/subscriptions Eli Fel, Managing Director Travel Blue Germany and Founder of Global Shopping Forum addressing delegates at last year's event. 20 TRBUSINESS JUNE 2018
Source: Markus Wache.
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