Marketing Update
This time last year…
Better usability
Enhanced processes for service and loyalty
Improved data quality
Holistic overview of customer data rather than
solitary records
Integrated service request process with follow-
up reminders
Shared knowledge database
E-Mail template pool for standardised usage
Since last year…
THE ENHANCED CRM
Greater analysis and understanding…
Since last year…
IMPROVED HEINEMANN & ME
Example: 1 of our top-customers
4 Locations
Berlin-Tegel
Frankfurt Main
Salzburg
Vienna
Female, aged 61 years
General Manager and owner
of a Swiss investment
consultancy
Buying at 4 different outlets:
FRA, VIE, SZG, TXL
Active customer since 2012
Lufthansa FTL
36 purchases since 2012
19.200€ total spent in
5 years
90% PC
55% LaPrairie, 33% LaMer
Example: Customer development
1 customer as an example out
of 570k
Proof, that H&Me personal
treatment is adding value to
the customer
On average customers
double their turnover in the
first year
have a 50%+ in second
have a 10%+ in their third
are stable in their fourth year 0,00 EUR
450,00 EUR
900,00 EUR
1.350,00 EUR
1.800,00 EUR
MAI2012
JUN2012
DEZ2012
MAI2013
JUL2013
SEP2013
NOV2013
NOV2013
JAN2014
FEB2014
MAR2014
JUL2014
SEP2014
OKT2014
OKT2014
DEZ2014
JAN2015
JAN2015
FEB2015
MAR2015
MAI2015
JUN2015
SEP2015
OKT2015
NOV2015
NOV2015
DEZ2015
JAN2016
MAI2016
JUL2016
AUG2016
SEP2016
OKT2016
NOV2016
NOV2016
Net Turnover per transaction
2012 2013 2014 2015 2016
+145%
+128% -5%
+21%
The POS still generates the biggest share of turnover from our Omnichannel-customers using all sales channel.
But the 2 digital channels are already equal-power runner-ups and closing the gap.
HD ATV differ due to order channel … 91 € if ordered in-Shop … 98 € via web-shop … 123 € via customer service
Omnichannel customers
HD 28%
PRE 29%
POS 44%
The more sales and
communication channels are
used, the stronger the
upsale-effect of our
marketing & sales initiative.
Those loyalty customers
(Miles & More, CPH Adv.
etc.) only showing at the
POS buy for
~100 € a year.
H&Me-customer spend
163€, if receiving the digital
advertising NL this adds
another 30€.
Those using all sales
channels spend 2.500€
a year.
Turnover per loyalty customer
€2.515,69
€404,90
€250,56
€168,77
€213,94
€122,87
€435,58
€96,66
€163,00
€192,00
€0 €750 €1.500 €2.250 €3.000
POS+PRE+HD
POS + PRE
POS + HD
PRE + HD
PRE
HD
Multi-POS
1 POS only
All H&Me
Newsletter
Improved UI/UX
Modular configuration
Basic framework for a simple installation
One central domain for all shops
Global pricing: Offers, coupons and vouchers –
at webshop and POS
Optimised for individual customers
Context-specific and personalised content
Best price logic
Maximum transparency for the customer
by presenting prices across all the locations
Simplified purchase process
Optimised flight ticket verification
Since last year…
THE NEW WEBSHOP
STD, OSL, SVO ready for 2018 World Cup
On track for next year…
THE NEW MULTI LINGUAL WEBSHOPS
On track for next year…
FINAL STAGE OF GLOBAL 1:1 CTR
1 2 3 TECHNOLOGY
& TOOLS
DATA
& INSIGHTS
REPRESENTATION
& FRONTEND RETAIL
CUSTOMER
Supporting the sales
staff in the shops,
increasing sales and
adding touch-points on
the customer journey –
thanks to our innovative
software.
A surprising reliable,
proactive and seamless
shopping experience
(online & offline).
Useful, time-saving and
innovative.
Next steps
2018 a brand fit for
Brand foundations
OUR VALUES:
We are one family: supporting
and respecting one another
We preserve: persistently
sticking to our course.
We lead through trust: We
are reliable, open, honest
taking responsibility for our
actions
We delight our customers:
consistently personally
committed to meeting
customer demands, delivering
unrivalled service and
establishing long term
relationships
Brand foundations
OUR MISSION:
We live and breath service, and
we create value in an inspiring
and emotional way.
Brand foundations
OUR BRAND MODEL:
The three pillars
Brand foundations
OUR BRAND MODEL:
OUR MISSION:
We live and breath service, and
we create value in an inspiring
and emotional way. OUR VISION:
To be the
First Choice
in travel retail
worldwide.
OUR VALUES:
We are one family: supporting
and respecting one another
We preserve: persistently
sticking to our course.
We lead through trust: We
are reliable, open, honest
taking responsibility for our
actions
We delight our customers:
consistently personally
committed to meeting
customer demands, delivering
unrivalled service and
establishing long term
relationships
Our task…
To condense and sharpen the
brand profile and define a
differentiating and sustainable
long-term brand narrative that is
aligned with the retail strategy.
Our goal…
Be externally & internally
relevant
our supply partners
our landlord partners
customers
ourselves
Our task…
Become and remain
outstanding compared to…
Identify our unique position…
Opportunity!
Profile rationale…
Travellers are at the heart of
everything we do.
We believe that personal
proximity and individual
problem solutions are vital to
establishing long-term
relationships built on trust and
assurance.
We know exactly what
travellers wish for, so we are
fast and flexible in catering to
their needs - creating trends
instead of chasing them.
Because for us, travelling is
about people.
Our new Global Brand Profile…
“WE MAKE IT PERSONAL”
Our narrative…
We are not sales people.
Nor are we shelf organisers, price scanners, receipt printers and bag packers.
We are much more.
We are an inspiration to those who search for it.
We are a sign for those who need direction.
We are a small suggestion that makes a big difference.
We are the ones who treat customers like their own mother.
We are the ones who know that the best currency is a smile.
We are reliable, friendly, proactive, engaging, sensitive, neat, honest and available.
We are knowledgeable, competent, considerate and caring.
We are Heinemann.
And we make it personal.
WHAT CAN YOU DO TO
“MAKE IT PERSONAL”
?
Our opportunity…
here’s a hint…
Our anniversary!…
Sponsoring and Co-branding…
Exclusive events
Our anniversary:
an extraordinary anniversary for us - extraordinary individual experiences for our customers.
King for a week Exclusive A-List Private show Wellness cruise
Exclusive presents
Surprise:
We have birthday and our customers get the gifts!
Giant Birthday Cake Shop & Win
Sponsoring and Co-branding…
Exclusive service
Our Birthday offers:
A chance for all our customers to have a breathtaking exclusive over-and-above service.
1yr around the
world ticket
Fountain of
Youth
Make a wish
come true
Longest
holiday
Sponsoring and Co-branding…
Considerations…
Pinnacle event sponsorship/co-branding
Exclusive personalised special editions,
packaging, sizes
Bespoke performance stages & connected
digital display equipment
Personalised presents, gifts & treatments
Pampering lounges & Beauty capsules
‘White Glove’ tasting events with product
masters
Retail theatre, entertainment
VR/AR Games and Apps
Digital takeaways
Not about discounts and GWP’s…
Our opportunity…
OVER TO YOU “MAKE IT PERSONAL”