how brands grow in a digital age - lionel benbassat

#GrowWithArena#GrowWithArena

#GrowWithArena

Eurostar 3 dimensions of growth in a digital world

Lionel Benbassat

#GrowWithArena

Au menu aujourd’hui…

1.A bit of context

2.Eurostar 3 dimensions of growth in digital

3.What next ?

#GrowWithArena

A bit of context…

#GrowWithArena

Follow the yellow line

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Red is hot

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A big International brand?

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Rather a strong multi-local brand

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So far so good…

2013 RESULTS

Revenue: £857m +7% vs 2012

10.1m passengers +3% vs 2012

Q1 2014

Revenue: £227m +7% YOY

2.3m passenger +3% YOY

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Ramping up…

MARKET SHARE EVOLUTION

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Going down…

FIRST TIMERS EVOLUTION

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Our travellers lifecycle

CONSIDERATION

BUY

LOYAL

DISENGAGE

AWARENESS CONSIDERATION

BUY

LOYAL

DISENGAGE

AWARENESS

3.1 YEARS

6.3 YEARS

LEISUREBUSINESS &

EXPATS & RELATIVES

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What does that all mean?

1.More, more more…really ?

2.Hope we see you soon!

3.Love only last 3 years…

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3 dimensions of growth in digital

#GrowWithArena

Les grands mots…

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The first dimension

Through

#GrowWithArena

THE SEEDS OF LOVE…

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A new potential

Business custome

rs

Leisure customers

E* Generation

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And they engaged…

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The second dimension

Through

#GrowWithArenaWATERING THE SEEDS

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Give reasons and trigger

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It’s all about targeting

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The third dimension

Through

BELONGING

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Before everyone else

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Just for you, and just online

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What next?

#GrowWithArena

2015: Route Du Soleil – London- Marseille direct

2016: London – Amsterdam direct

To grow we need to…

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And…

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The refine…

WATER(Trigger)

NURTURE(Retain)

SEED(Engage)

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Merci