The change is NOW ! EXECUTIVE SUMMARY
The inflight business has changed dramatically in recent years
The aim of this presentation is to share and point out the recent evolution we, at ISG , have noticed
To provide food for thought on how we can all remain competitive & efficient while answering the new expectations of our customers.
AGENDA
Introduction of Inflight Sales Group
PART I : Evolution of passengers’ expectations
PART II : Market revolution
PART III : Airline perspective
INTRODUCTION
Inflight Sales Group
ISG – The original concessionaire
2015 Opening of an ISG Office in Riga with a team dedicated to Russia and Eastern Europe
Opening of Supplier of amenity kits to 2014 the European 1982 more than 60 Airlines 1994 Rapid growth from 1 ISG Office in worldwide and an airline to 34 airlines Paris exclusive distributor of major duty free brands 1996 Establishment of Awarded another Inflight Sales Group 2013 long term 1986 1st Concession at (HK) Ltd contract with Pan American Cathay Pacific and Dragonair
1999 Expansion to Asian Airlines
WINNER OF MULTIPLE AWARDS
“Inflight Travel Retailer of the Year” from Duty Free News International (DFNI) 2008 / 2009 / 2010 / 2011 / 2012 / 2015
“Inflight Travel Retailer of the Year” At Frontier Awards 2010 / 2011 / 2012 / 2013 / 2014
“Best new marketing initiative” in 2008
“Best Inflight Concessionaire” at the Airline Retail Conferences (ARC) in Singapore and Paris 2013 / 2014 / 2015
OUR EXPANDING CUSTOMERS FOOTPRINT
ISG is proud to partner with 26 airlines worldwide Our commitment in building long-term relationships with our clients, offering innovative product sourcing and revolutionary service solutions has successfully taken inflight revenue to new heights and transformed duty free as a core component of the airline business.
As the industry’s leader, we continue to expand our global footprint into 2016 and beyond
CURRENT CLIENTS
Cathay Pacific Airways Dragonair China Eastern Airlines China Southern Airlines Air China Hainan Airlines Peach
ANA Vanilla Air China Spring Japan Philippine Airlines PAL Express Malaysia Airlines Tigerair
AirAsia Malaysia Citilink Jet Airways Transaero Avrora Aeroflot Donavia Rossiya
Air Jetairfly Royal Air Maroc AirAsia X LH – Corsair XL Airways Aigle Azur Mediterranée Air Arabia Maroc April 2016 France
ISG EUROPE – SCOPE OF SERVICES
PART I
Passengers’ expectations – evolution
THE PRODUCT MIX : 2000 / 2015 Evolution in Europe
Products Mix : Year 2000 <> 2015 – European Airlines (Market share %)
Accessories 0% 7%
Electronics 2% 8%
Watches 5% 14%
Jewellery 3% 6% 2015 Cosmetics 10% 8% 2000
Fragrances 45% 40%
Alcohol 10% 4%
Tobacco 25% 13%
OUR CHALLENGE
To be part of the connected customer journey Booking Journey to Airport Airport Onboard Back at Home
IFE – Personal Web – Mobile From Internet and Mobile technology & Check on Airport devices – EPOS technology Mobile technology personal devices gate Kiosks Social Media
REINVENTING THE DUTY FREE EXPERIENCE
Customers expect a renewed duty-free offer
1° OFFER & PRODUCT 2° SHOPPING 3° PRICE EXPERIENCE EXPERIENCE
…make it more appealing …make it more …make it more attractive to spark desire entertaining and competitive
The DF on board sales model has to offer a renewed experience, different from airport duty free shops
How to be innovative : AUGMENTED REALITY ?
How to be innovative : WEARABLE TECHNOLOGY ?
PART II
Market revolution
MARKET REVOLUTION
Some luxury BRANDS pulled out or significantly reduced distribution in the airline channel
INNOVATION & ADAPTATION ISG
MARKET REVOLUTION
Significantly increased competition from airports who offer cutting edge retail experiences
Versus our shop: the trolley
REINFORCEMENT OF OUR COMMUNICATION
The inflight magazine is still the most important marketing tool to drive sales And we need the brands to continue investing to catch our captive audience. It is not so different to airport billboards …
VISIBLE USEFUL According to market research: Draws Most consistent selling -> 80% of pax report it as #1 purchase trigger customer attention tool for cabin crew -> 60% of pax read it on board
REINFORCEMENT OF OUR COMMUNICATION Our new tools
Variable size drawers: Clean presentation Space optimization
Display drawers with light and advertising on trolley
MARKET REVOLUTION
You can sell a coffee or a fragrance ! Advantage or drawback ?
Buy on board development
PART III
SERVICE VERSUS RETAIL : the airline perspective
Airline philosophy : 2 models
SERVICE RETAIL experience
- Sales at 1 fixed point - Sales at Seat
- Crew often reluctant to promote the - Crew highly motivated and program recruited for their selling skills
- Crew not communicating as a - Greater involvement of the airline priority and very ambitious sales objectives to achieve - Brings additional revenue but expansion is limited - Higher revenues
- High commission rates
Airline philosophy and how to reinvent our model ?
In any case, the strategy, whatever it is, should be clear and shared with the operator. Once defined, the inflight provider will then adapt the tools and strategy to meet the airlines’ expectations.
- Rethink the single high commission rate model, as it has negative impact in product development, making the program relevant to the passengers and overall value
- Rethink sales objectives and the crew commission scheme
- Realign all activities of the stakeholders and increase collaboration for one goal : increase ROI of all parties.
THANK YOU