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How to create customer engagement and how to master #digitalization? Peter Mohn, owner and CEO of m1ndset, and Kian Gould, founder and CEO of AOE, discuss during their fireside chat why many airports and (travel) retailers struggle with digitalization. Approaches like click & collect only show products and prices with little benefits to the customers. Digitalization is often seen as a way to drive more traffic to stores. But #eCommerce is a completely different channel with different target groups, fulfillment etc. Hence, due to non-compelling offers, typical conversion rates are less than 1% of travellers, what leads to very limited ROI.
So how to create customer engagement? Amazon can be the best teacher for travel retail and the digital airport. People are expecting a seamless, easy-to-use journey that gives them unique advantages. Online shopping is very much about #convenience. Airports and retailers need to create a compelling #omnichannel customer experience with convenient benefits to the people. Convenience could include pre-filled personal data forms, online shopping and payment, delivery to gate, lounge or home, or offers for re-purchases and related products and connection to airport services like loyalty program, fast-track and lounge access.
#travelretail #digital #airport #om3