Blending Insight And Data To Drive Sales In Challenging Times · PDF filePowerPoint...

Blending Insight And Data To Drive Sales In Challenging Times

Stewart Dryburgh General Manager

Nestlé International Travel Retail

Garry Stasiulevicuis President

CiR, An NPD Group Company


SOURCE CiR RESEARCH 2017 © COUNTER INTELLIGENCE RETAIL LTD 2017

WWW.COUNTERINTELLIGENCERETAIL.COM

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

2007-11 2012-16

Source: IATA, Generation

CAGR

+7.8%

+3.9%

+6.2%

+3.3%

Sales USD

Total PAX

Key

We’re now operating in a

different environment…

We are seeing a significant change in the trajectory of sales.

CAGR sales growth has seen significant slow down in the last 5 years versus the previous period compared to an increase in PAX growth rates.

DIVIDER

SLIDE

We’re now operating in a different environment…




We’re dealing with a

new consumer…

…in a fast changing

retail landscape.

…who has a different

attitude…

DIVIDER

SLIDE

We need to evolve…




We need to change our approach to become relevant

to todays travelling shopper and consumer.

Lets stop trying to sell the same things to the same people,

who don’t want to buy them….we need to embrace the new reality.

Anonymous Industry executive

DIVIDER

SLIDE

Travel Retail of tomorrow…




E-commerce giants are not retailers but a

platform for retailers to access a growing

channel

The boarding card becomes

a golden ticket to access the world of Travel Retail on-line

Operators are retailers AND distributors, providing on-line order fulfilment -

offering convenient

delivery options

Categories in store (Old and new) become immersive, sensory and experiential zones first and then retail

spaces second

DIVIDER

SLIDE

But we need to use data to decode today’s market…




Traveller Statistics &

Nationality Movements

A Deep Understanding

Of The Shopper

Market & Category

performance

DIVIDER

SLIDE

The market place

today…




We need to understand the entire traveller universe and how shoppers and non-shoppers behave and why.

We need a common language across the industry to jointly identify and understand the opportunities in the market.

CASE

STUDIES

DIVIDER

SLIDE




CASE STUDY

Multi-category store in a hub airport location.

Total store layout, focus on confectionery

LOCATION:

Amsterdam Schiphol (AMS)

Drive Conversion Increase Spend Grow Sales


Assortment Space & Position Shelf Management Communication Category Analysis

Connecting Intelligence

Driving category action and commercial growth

EpoS Sales

Data

Retail Outlet

Audit (Space)

PAX &

Nationality

Data

Forecast

Data

Shopper Profile

Research

DIVIDER

SLIDE




CASE STUDY

Total store layout

incorporating new

confectionery till point

strategy.

Project covered all

category pillars.

LOCATION: Amsterdam Schiphol (AMS)

KEY INSIGHTS:

Only 16% of baskets contained cross category purchases

Basket spend was below global average

Communication in native language increases conversion rates

ACTIVATION:

Implementation of new store layout based on insight and analysis

New till point execution to drive impulse

New signage in language to meet shopper nationality mix

RESULTS:

Category sales +15% (+€700,0000)

Increase in cross category baskets +20%

Average basket spend +6%

DIVIDER

SLIDE




JCDECAUX CASE STUDY

Where the use of key data is used to drive significantly enhanced communication, delivered through a cutting edge

digital platform.

Deezer Summer 2017 digital campaign at Paris Airport, focusing on French passengers heading to their vacation spots.

Traffic & forecasts data input Powerful & efficient campaign Smart & targeted planning

WHAT DO

WE WANT

YOU TO DO?

DIVIDER

SLIDE Our Call To Action…..

Be collaborative with data for mutual

benefit

Change of mindset to explore a new

horizon

Open dialogue within the industry about

the benefits of data




What are the benefits…

Clear business growth

Faster industry growth

More informed decision making

THANK YOU

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