Digital Transformation at Airports AGENDA
● About Us
● Airport Digital Transformation
● Outcome
● Our Experience
● Annexures About Us
BIG EXPERIENCES Group Creds
$5B 131,000 37 18 90 1,000 Award in revenue employees nationalities languages countries clients winning Years we went from being a small start up to the largest independent agency.
Acquired by TechM 2019
Creative AWARDS WON RECENTLY
o Barcelo Horizon Tetley o Tata Cliq o Himalayan Water o Jay Strongwater o Harvey Nichols o LK Bennett - o Shoppers Stop o Digi o Titan o Montblanc o Lorna Jane o Mr. & Mrs Smith Best re-design o Fastrack o MontBlanc o Titan o Kangaroos of the year o Love Bonito o Diesel o Tata Cliq o Titan o Matthew Williamson o Diesel o Myla Seduction o Mia (Tanishq) o Kangaroos Matthew o Harvey Nichols - o Redbullshop.co o BORN Group o Featured as Commerce Content Best in show m (Peoples website Williamson o o Reliance AJIO Myla Company of o India Agency Choice) o Tom Seduction the Year Awards 2019 Dixon Smythson o BORN Global Agency CEO of o Born Group o Myla Valentines Management Team the Year Website o Agency of the o BORN Creative Design Tata Cliq Year Malaysia o
We synthesize 10 specialisms (3 shown above): • Consulting • Completeness (social, mobile, • Creative reviews, ratings, feedback) • Content • Channels • Commerce • Cohesion (integrations) • Cognition (analytics) • Conversions • Cloud 6
CX PX SX OX DX
Customer Experience Physical Experience Service experience Operational experience Data experience • Order orchestration between • Strategy • Product design • Marketing Services • Customer Intelligence channels • Connected experience across • Packaging design • Fulfilment Services • Data integrity • Sourcing, allocations, returns, channels – web, mobile app, kiosk • RFID Product recognition • Financial Services • Predictive Analytics fulfilment • Rewards , Loyalty, Advocacy • Digital Lounge • Workflows • Text Mining • Financial and supply chain • Owned channels vs affiliates • Digital Transaction Zone • Process Improvement • Data Science book of record • Customer Acquisition • Space design • Consumer Behaviour research • Forecasting & Planning • Inventory master HR • Personalization • Engines & Machinery design • Audience management • Data collection • Customer book of record • Frictionless path to purchase • Experience Zones • Ecommerce Services • GDPR • The foundation of a client • Test for feedback • Physical UX-UI • Research & testing • Analytics centric organization • Abandonment science • Consumer research zone • Content Strategy • Insights • Capture and use of data • Engagement science • Service Design • cognition • Seasonal and long term hiring • Owned data vs earned • Experience strategy • Customer care services • Reviews & ratings • Web And App Development • Seller support services • Curation of content WWW.BORNGROUP.COM • Vendor management • Geo-fencing • Custom application build What is CX?
CX BX BE BR
brand experience behavioral experience a book of record experience
BIG EXPERIENCES WWW.BORNGROUP.COM BX | Brand Experience
BE | Behavioral Experience
BR | Book of Record BORN’s Stella© framework
Record behaviour in data vault to improve brand experience
Deliver it through channels
Build an immersive brand experience
BIG EXPERIENCES WWW.BORNGROUP.COM Airport Digital Transformation
BIG EXPERIENCES Objectives
Superior NextGen Omni-Channel Shopping Experience
based on 5 Key Principles:
1. Superior CX
2. Physical to digital footfall conversion
3. Increase GMV & ROI
4. Tenant onboarding and management
5. Agility and scalability
BIG EXPERIENCES WWW.BORNGROUP.COM Challenges
Business Operations & Customers Technology Process
• High TCO • Lean inventory • Omni channel • Scalable • Longer TTM • Seamless offline experience Architecture • Poor ROI Operations • Lower conversion • Security • Separation of • Order Orchestration rate • Fulfillment Concerns • Contextual • Onboarding • Tightly coupled processes engagement
BIG EXPERIENCES WWW.BORNGROUP.COM Strategy to Execution Our Approach
Digital Partner People & Merchant Vision & Digital Platform Platform Product Channel Evaluation & Process Partner Strategy Architecture Implementation Integrations Onboarding Selection Re-engineering Onboarding
BUILDING THE CORE DELIVERING THE VALUE
BIG EXPERIENCES WWW.BORNGROUP.COM Platform and solution evolution
BIG EXPERIENCES How Clients Select Domain
Digital Technology Transformation
BIG EXPERIENCES 14 - Beauty - Electronics - Fashion Domain - Food - Wine and spirits - Travel, health and others
Digital Technology Transformation
BIG EXPERIENCES 15 Commerce Content management system Domain Order management system ERP Pos CRM Analytics
Digital Technology Transformation
BIG EXPERIENCES 16 16 16 Domain
Digital Technology Transformation Strategy Consulting Customer experience Omnichannel Change management
BIG EXPERIENCES 19
Guiding Principles - Airport Digital Transformation Potential options
More control or less over heads • Build – Custom MODEL • Buy - COTS
• Pure Headless Loosely coupled or Tightly • Commerce Led ARCHITECTURE coupled • Experience Led • Side by Side • Mirakl Many, Many MARKETPLACE • Vtex Two, Few • Unirgy (Magento) • Shuup • AEM Experience led content (owned and CMS • Bloomreach earned) • Sitecore
• Fluent Stores, online, pwa, app.. more ORDER • Vtex to come ORCHESTRATION • Deck Commerce • IBM Sterling
• Magento • Elastic Path Interact, Transact, React COMMERCE • SAP Commerce • Salesforce
BIG EXPERIENCES WWW.BORNGROUP.COM Guiding Principles - Singapore Airport Potential Options many, many this is a marketplace MIRAKL, two, few SAP SAP ADOBE, experience led cx is key SITECORE, content (owned SAP CMS, ACC and earned) ACC CMS
FLUENT, stores, online, order orchestration MOM, pwa, app.. more SAP to come OMS attract, interact, commerce SAP/ACC transact, react
fvm secure, scale, common services INFRA/AMC $200m+ site Architectural models
Pure Headless E-Commerce Led
CMS API DAM
FRONT END LAYER DAM ECOMMERCE Pure HTML + JAVASCRIPT + CSS
CONSUMER CONSUMER
ECOMMERCE API CMS
Where Sg Airport is on slider
Hybrid/Side-by-Side Content Led
ECOMMERCE CMS
CMS DAM
CONSUMER CONSUMER
DAM ECOMMERCE Architectural Objectives
Organized Loosely Independently Highly around Coupled deployable, Maintainable business scalable and & Testable capabilities secure Base Architecture Outcome
BIG EXPERIENCES 2 5
BORN’s Stella Framework
CX BX BE BR
brand experience behavioral experience a book of record experience
WEB-MARKETPLACE PERSONALIZATION TENANT MGT ERP | POS PIM & PLM
MOBILE BRAND SITES PROMOTIONS BUSINESS INTELLIGENCE AIRLINE INFORMATION
PARTNER ECOSYSTEM TRAVELLER/ NON SSO PARTNER MGMT ID MGMT TRAVELLER SOCIAL MEDIA FLEXIBLE DELIVERY SELF SERVICE REVENUE MGMT CRM/CSR OPTIONS CHAT
PRODUCT BUNDLING EMAIL & SMS LOYALTY MARKETPLACE TELEMARKETING
TRAVEL MGMT OMS INFORMATION DESK RETURNS/ RMA FLIGHT & TRIP INFO
LOYALTY LEASE MGMT CONTRACT MGMT BIG EXPERIENCES REWARDS & LOYALTY RECOMMENDATIONS WWW.BORNGROUP.COM Our Insights
Business Operations Customer
• Change management • Site management • Consistent and relevant Clearly defined Business • Clearly defined checklists & experiences across all streams SOPs touchpoints at the right • Defining Visions, Key • Guided Business team time. Objectives, KPIs for each • Division of responsibilities • Increase LTV Stream between BizOps & TechOps • Roadmap and product • Ease of onboarding and backlog per stream management of tenants • Defining Requirements • Order orchestration Prioritisation Matrix
BIG EXPERIENCES Business Benefits
Organizational Goals Business Capability
• Optimized & personalised CX with real-time insights and • Acquire New Customers multichannel data • Increased Customer Lifetime Value • Effective merchandising and timely marketing campaigns • Seamless transaction experience
• Content - Create once publish everywhere • Automate personalization rules
Tangible • Automatic trigger for tailored events • Reduced Fixed & Variable Costs • Predict and forecast demand • Streamlined processes and proven tools for advanced campaigns • Consolidate legacy systems and support future digital innovation
• Customer experience and advocacy • Improved brand consistency • Centralized asset repository • Organizational effectiveness • Assign SLA, security and compliance assurance to one trusted • Reduced, legal, compliance and IT risk partner Intangible
BIG EXPERIENCES Key KPIs
E-Commerce Merchandising & Products Marketplace • Merchant Satisfaction • Top 5 Brands by Revenue • Refund/Return Rate (RR) • Off-airport New Sellers Expansion • Top 5 Categories by Revenue • Assortment range Rate • Site loading speed • Product rating & reviews • Inventory Synchronization (In- • Conversion Rate (%) • Promotions airport) • New Customer (%) • Product to Cart • Active sellers (%) • YOY Growth • Tenant acceptance rate
Marketing Logistics & Fulfilment Customer Support
• New visitors vs. returning visitors • Perfect Order Rate • Average resolution time • Bounce rate • On-Time Payments to Tenants • Customer satisfaction score • Cross-selling rate • Cancellation Rate (CSAT) • New Leads • Total Processing Time per Order • Avg. Complaint Resolution Time • Return on Ad Spend (ROAS) (Queue + Collection)
BIG EXPERIENCES Enabling them with a futuristic roadmap
Objective • Enable the brand towards next wave of growth in B2C Marketplaces across segments • Conceptualize a Product Management advisory to recommend the product functionalities for upcoming releases through ○ Gap analysis & benchmarking with market leaders ○ Optimizing current leakage points ( Category, Product, User journey etc.)
CUSTOMERS INDUSTRY COMPETITIVENESS RECOMMENDATIONS
• Consumers & Marketplaces • B2C Marketplaces in the region[ • Proposed Product Functionalities • Consumers and brand MACRO] • Business Recommendations • Benchmark on regional • AS-IS Website Analysis Marketplace KPIs • Social Listening • Baseline Marketplace KPIs • Trend and sentiment analysis • Trend and sentiment analysis • Gap Analysis • Social Listening • Gap-Opportunity Matrix BIG EXPERIENCES WWW.BORNGROUP.COMWWW.BORNGROUP.COM Our Experience
BIG EXPERIENCES Our Global Airports Clientele
Aeronautical & HIA Operations Catering Commercial Billing Solution on JDE system Upgradation of ERP Applications & development of interfaces to 30+ applications
Deliver application managements services on A digital transformation initiative to enable next- Integrated Oracle Applications system Airport WiFi Optimization multiple SAP products generation online & omni-channel shopping experience.
Oracle E-Business Indoor Positioning and Data Warehouse & Analysis for Suite Implementation Wayfinding Airport’s Retail Business.
Implement Integration Platform that Flight Schedule Mgmt. connects to AODB, RMS and many Development of Website, Mobile App & Intranet System and portals Design other Airport Systems
BIG EXPERIENCES Singapore Airport Airport BIG EXPERIENCES Group WWW.BORNGROUP.COM ABOUT About Singapore Airport
● Singapore Singapore Airport Airport is a major civilian airport that serves Singapore, and is one of the largest transportation hubs in Asia. The footfalls account to ~77 Million travelers per year
● It serves more than 100 airlines flying to 380 cities in around 100 countries and territories worldwide, as of 31 December 2019. About 7,400 flights arrive or depart at Singapore Airport each week – about one every 80 seconds.
● It is currently rated the World's Best Airport by Skytrax for the seventh consecutive year since 2013. It is also the first Airport in the world to do so for seven consecutive years and is one of the world's busiest airports for international passenger and cargo traffic.
BIG EXPERIENCES WWW.BORNGROUP.COM BUSINESS CHALLENGE
Business Challenge
Singapore Airport Airport operates over 100 brands, ranging Following were the key challenges: from luxury to daily needs products, creating some of the most ● The stores within the airport operate with a lean inventory across in-store and exquisite experiences for the visitors & travelers. Therefore, online purchases. There was a need for a single view across tenants that carry BORN was given with the problem statement to deliver a real-time, reliable inventory and therefore, become the central pillar of the seamless experience digitally across brands. transformation. ● Existing e-commerce was handled by a custom built platform that was not robust BORN, owing to its expertise in Content, Creative & Commerce, enough to cater to increasing traffic & had security issues. was awarded to build a digital e-commerce marketplace. Tenant ● Brands have their own vendors for end to end content services this led to management and retention became key to success for the inconsistent quality of images and copy on iShop Singapore Airport. transformation.
BIG EXPERIENCES WWW.BORNGROUP.COM BUSINESS VALUE
Business Value
● A unified Marketplace that’s’ designed to provide a personalized shopping experience for Sellers (B2B), consumers (B2C), Enterprise users (B2E). ● Optimized Marketing effectiveness by 70% across engagement points. ● Improved operational efficiency by 80%, with faster time to market ● Accelerated conversions(60%) while decreasing fallouts(30%). ● Grow revenues(80%) & increase sales through upselling & cross-selling ● Respond swiftly to Singapore Airportng needs & expectations from Tenants – both content & product.
BIG EXPERIENCES WWW.BORNGROUP.COM ABOUT THE ENGAGEMENT
About the Engagement
BORN was chosen as partner to enable Singapore Airport to develop and manage its next-generation omnichannel e-commerce marketplace to onboard and manage tenant products and services.
Engagement between BORN and SG Airport was to build and enable a curated marketplace and below are the scope of services:
● Creative Production ● Content Support Services ● Curated Marketplace implementation ● Brand microsites ● Componentized view using ReactJS ● CMS using Adobe Experience Manager ● Commerce implementation using SAP CX Commerce ● Analytics using Adobe Analytics ● Consolidation & Segmentation of data using Adobe Audience Manager ● Product Recommendations and Personalisation using Adobe Target ● Order Fulfillment using Fluent Commerce ● Managed Services BIG EXPERIENCES ● Security Services WWW.BORNGROUP.COM ENGAGEMENT OBJECTIVES
Engagement Objectives
Build an e-Commerce platform that, ● Enables business growth and aligns with Singapore Airport’s digital ambition ● Provides exceptional customer experience ● Allows integration of digital and physical channels providing a seamless Omni channel experience ● Lays the foundation to allow Singapore Airport to consolidate and simplify its content and commerce capabilities across channels.
Our Guiding Principles, ● Decoupled modular architecture ● Extensible to accommodate new features and channels ● Improve Business operations and efficiency ● Provide integrated solution unifying expertise across Creative, Content, Commerce. ● Provide content services to help tenants onboard to marketplace.
BIG EXPERIENCES WWW.BORNGROUP.COM EVOLUTION OF PROPOSED SOLUTION
Evolution of Proposed Solution
Business Pain Points Application Limitations Proposed Solution
● Higher TCO and longer time to market ● Monolithic architecture ● Modular architecture ● Unable to convert physical footfalls to ● Longer development cycles - ● Agile development online footfalls System & Processes ● Continuous builds/deployments, faster ● Poor ROI on Marketing efforts. Paid SEO ● Longer deployment and debugging feedback not yielding desired results cycle ● Omni channel design, Headless ● Purchase funnel not optimised , lower ● Custom built code for multiple channel architecture conversions and session times ● Content Duplication, disjointed ● Content and Experience fragments ● Poor page loading impacting marketing, poor conversions ● Clea separation of concern - View, CMS, conversions from China ● Poor site performance - no separation Commerce - Truly Headless aka PWA ● Search conversions too low compared of concern - CMS handling business ● Infra, Architecture design and coding best to industry standard logic practice together enable higher SEO rank ● Poor responsiveness across tablets and ● Poor SEO ranking ● Caching strategy for content and mobiles ● Poor caching technique - content and commerce, effective use of CDN commerce mixed up
BIG EXPERIENCES WWW.BORNGROUP.COM DIGITAL PRODUCT CATALOG
Digital Product Catalog
In addition to providing creative and commerce services, BORN extends its content services to support tenants improve the quality of product contents on marketplace and to increase tenants to seamlessly onboard to marketplace, BORN offers its expertise in content writing, photography, digital image processing, and translation services.
List of content services provided
● Product Photography ● Styled imagery and 360 degree imagery ● Image resizing, colour correction and post processing ● Web scraping ● Product copywriting ● Translations to Mandarin (Simplified) and Bahasa Indonesia. ● Tailor-made Marketing creatives with creation and adaptation of banners. ● Purpose built merchant portal with integrated workflow for raise request and track progress of content services
BIG EXPERIENCES WWW.BORNGROUP.COM Thank you! BOLD BEAUTIFUL BORN
CONTACT: [email protected]
BIG EXPERIENCES