Page 10 - CiR - State of the Nation 2018 - Sampler

Summary
Digital & Ecommerce
Take-aways
Adopt technology to simplify the passenger journey
Operators and brands should be aware that technology is intended to simplify the user experience and remove barriers to purchase. This simplification should positively impact dwell times and drive incremental, and experiential purchase.
Mobile payments can unlock hidden spend
Future PAX growth is forecasted to emanate from emerging nations. Just as multiple operators have done with Chinese passengers on key routes by offering a payment solution that they are comfy with, ensuring sales growth.
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Use of digital varies widely by nationality
Whilst the majority of nationalities will travel with a digital, connected device, their use differs. Targeted execution can be the difference between engaging the right shopper in the right, or wrong way.
Beauty exemplifies the use of digital
Digital has fundamentally altered how shoppers discover, engage and shop the category. This transformative disruption has changed the retail landscape and brought the online in to offline space.
Recommendations
Duty free needs to focus on the potential of passengers mobile wallets
As more passengers download boarding passes on to their digital device, there is a wealth of opportunity that exists. Loyalty programs, personalized discounts – based on routes/nationalities – and in-app games to unlock exclusive products are all viable options.
Embrace the disruptive potential of digital
Categories should not hesitate to introduce digital in to their strategy, as long as its application meets consumer needs. This may be a QR enabled payment solution or an Alexa-integrated fixture that offers personalized recommendations.
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