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Digital Transformation at Airports AGENDA

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Digital Transformation at Airports AGENDA 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,
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