TFWA 2018 – Digital Focus Workshop

TAX FREE WORLD EXHIBITION 2018

Digital Focus Workshop

Salon Croisette – Hotel ***** Majestic Barrière

Digital Focus Workshop

Some echoes of the conferences of Tuesday 2nd October

8:00 – 9:00 – Salon Croisette Digital Focus Workshop, Majestic Hotel Moderator Michele Miranda, Conference Manager, TFWA Speakers: Ivo Knuesel, Category Planning Manager, Mondelez World Travel Retail, Julie Lassaigne, Deputy Secretary General, European Travel Retail Confederation (ETRC), Jérôme Lepage, Marketing & Business Development Director, JCDecaux, Shi Ling Tan, Global Digital Director, Shiseido Travel Retail

TFWA Digital Focus Workshop …

Shi Ling Tan

Final thoughts on the challenges and opportunities of the digital environment, debated by Shi Ling Tan, head of marketing and digital marketing at Shiseido Travel Retail who cited Masahiko Uotani, President and CEO of Shiseido Group … » digitizing the company and become the most exciting beauty company by 2020, an area that could be extended to others, such as hotels and airlines « .
Ivo Knuesel, Head of Category Planning Mondel Planning World Travel Retail, says that purchases no longer enjoy the monopoly of the attention of travelers when they are at the airport but believes that confectionery (category of impulse key) has a major role to play in connecting with customers and has shown the importance of retail « phygital », which combines physical and digital, as well as « retailtainment ».
Jérôme Lepage, Director of Marketing and Business Development at JCDecaux, explained how his company had experienced a massive growth in its digital revenues (the digital turnover of the airport from 18% in 2013 to 28% in 2017) .
Julie Lassaigne, Deputy Secretary General of ETRC, detailed the ETRC pilot project on a digital platform that would allow consumers to access essential information via a mobile device. Previously, Julie Lassaigne had explored the impact of growing legislative demand for product information … local language requirements on the label and those in the supply chain that are very expensive can not be met. and, according to her, the exclusivities of the retail trade are in danger.