Real partnership in practice: Stepping up to the Trinity challenge Richard Gill – Birmingham Airport Tim Sargent – World Duty Free Group Anna Szentivanyi – Mondelez World Travel Retail
Real partnership in practice: Stepping up to the Trinity challenge
Richard Gill – Birmingham Airport Tim Sargent – World Duty Free Group
Anna Szentivanyi – Mondelez World Travel Retail
“Birmingham is the ‘home-airport’ of Cadbury. You should paint the entire airport purple and create unseen magic. It is a fantastic brand building opportunity and we would benefit from it commercially as well.”
Tim Sargent Several meetings since 2012
“Closer collaboration and greater openness between Trinity partners is the key to sustainable investment and growth in our industry; Mondelez WTR has developed Trinity Engine application to help make this a reality.”
Anna Szentivanyi 18th September 2014 Trinity Forum 2014, Taiwan
“The Trinity Engine concept is inspirational and I believe it will help our industry to lift partnerships into a new level. In front of everyone, I challenge Mondelez WTR to use this thinking in practice in Birmingham.”
Richard Gill 18th September 2014 Trinity Forum 2014, Taiwan
A shared Trinity vision born:
Drive category growth, total store growth and passenger experience
in Birmingham Airport by ensuring shared risks and rewards among Trinity partners.
Cadbury
Bournville – heritage
#1 chocolate brand in the globe
Des7na7on Joy Crea7vity
TR surprise
Mondelez – category expert
Amazing assets from each partner
10.2m PAX
WDFG
‘Sense of place’ commitment
Total Basket
Passionate and experienced store staff
“More then you imagined”
Birmingham Airport
Recent £300m investment
40+ airlines,143 direct destinations
Knowledge – advice/ strategy
Involvement – Ops buy in
The shopper in focus - Shared insight
Birmingham Airport: Who are the travelers? • Size • Nationality • Age • Frequency • Socio-Economic status • Journey length and purpose
World Duty Free Group: How shoppers behave in store?
• Shopper profile • Navigation • Interaction • Basket • Sales data
Mondelez WTR: How we can win with conf. shoppers? • Category data, trend • Confectionery shopper needs • Footfall driver (more shopper) • Basket builder (more spend) • Experience boost (more often) • Navigation support
We broke down our shared vision into an action plan
Challenges & Opp
ortuni7e
s • 76% of travelers are Bri7sh • Chinese travelers have high share in sales vs. their share in PAX mix
• 45% of travelers are not converted to ‘browsers’
• 80% of travelers tack a path in store which misses the confec7onery category • Mul7-‐category baskets are low (average 1.7 categories)
• Spend per head is in line with similar size airports, while there is room to grow vs. bigger hubs
Objec7ves
• To reach Bri7sh target group by leveraging heritage message
• To create trust among Chinese travelers by showing history of the brand
• To create a Bournville specific engagement
• To bring excitement to todays travelers with a travel retail exclusive twist
• To op7mize basket size across en7re shopper journey
• To trigger impulse, incremental purchases
Ideas • Traveler focused
• Insight based • No filtering • Everything is possible
• 40+ ideas
We set our goals and quantified financial targets
Conf. category
Increase conversion from
travelers to shopper
Increase basket size
Improve navigation and flow
Double digit
increase on total category
More Shoppers
More Spend
More Often
RISKS: Investment assessment
Invested people (number of hours)
Project linked costs
Mondelez
BHX
WDFG
REWARDS: Early results (vs same period 2014)
May June July August
Passengers Store Category Brand
YoY Grow
th (%
)
0
Inspiration & Advice
INSIGHT & SHOPPER Insight & shopper focused mindset kept all conversation focused, balanced and result oriented. BRAND Shoppers’ hearts are touched by a brand, make sure that the most relevant asset is activated. TRUST & COURAGE Speak up if an idea is ‘non-affordable’ and find solution together, or reject non-sustainable ideas. DRIVE TO SUCCESS Action plan will be produced by the brand owners team, take project leadership and ensure that you dedicate the right team
Inspiration & Advice
DEDICATED TEAM Have an aligned team of people with the energy and dedication to make a difference and really drive a project forward HONESTY Being open and honest with the team on what you can do and where concerns or risks are. FLEXIBILITY Be open to new ideas and ways of working. Be willing to adapt to these new ideas to enable them to work.
Inspiration & Advice
PERSERVERANCE We tried on many occasions to form such a trinity collaboration with Cadbury and for many reasons never seemed to get any motion- take the opportunity when it arises. OPEN DIALOGUE Never hold back on the facts, be open and honest from the offset to be clear about what is and isn’t possible and then deliver.. INVOLVEMENT Keep close to the project, drive from the front and demonstrate the importance from your part of the trinity.