Slide 1

Technology, Social media and The New Consumer

Nicola Wells Global Strategy and Marketing Director Aer Rianta International

Wi Fi access has replaced food and water as the most basic of needs Self-actualisation Free Fast WiFi Self-esteem Belonging / Love Safety PsychologicalMaslow Pyramid 2015

The world is more connected than ever and number of devices set to double again in next five years Source: CIR Digital Age Report 2015 and Cisco

20102015202012.5billion25billion50billionEstimated number of connected devices

$14trillion

TravelRetail

In our industry our consumers are connected and widely using technology Source: CIR Digital Age Report 2015Carry a wifi deviceSwitched on Use airport wifi Social media

Carry a wifi device70%

Switched on 90%

Use airport wifi50%

Social media 50%

Technology adds to the challenges of capturing an increasingly disinterested consumer

Commoditisation of offer

Frequency of Travel, Increased regulations and stress

Competing Attractions

5

AirportRetailerBrandCheck emailcheck boarding cardpost to Facebooktake selfielook at newstext friendsmaybe shop Multiple stakeholders competing for share of mind further distracts and overloads the consumer Phone homeWhere are the toilets?

There are literally hundreds of social media channels vying for our attention

Michael Furlong (MF) - Send WMV formatChoosing the right channel, tone of voice and content is critical .

Starbucks erroneously posted to our Irish Twitter page meaning to post to the UK only

Twitter users blasted Gap, calling the tweet unethical, not cool, tasteless, and so on

How can we leverage the power of technology to improve experience and drive revenue ?

Source:Rackspace.com50% of travellers & shoppers Millennials 20 to 35Millennials are the key target, biggest challenge and opportunity for our industry

How do we convert Millennials from passengers to shoppers?

Source:Rackspace.comMillennials are the key target, biggest challenge and opportunity for our industry 50% of travellers & shoppers Millennials 20 to 35

Getting the basics right is critical to engage millennials

Be MobileOne Stop Shopping Single entry point21

Sharing of content,reachingmore consumersPromotionalMessagesPUSHPULLSPINCompetitions& EngagementSocial media needs to add value, be relevant, timely and personalised

PUSHPromotionalMessages

SPINSharing of content,reachingmore consumers

1.6m reach on Facebook Featured on NBCs Today Show40 second positive on air discussion, audience of 4 million Americans

PULLCompetitions& Engagement

Continuous fragmentation,multiple stakeholder messages Confusion, overload and consumer switch off Delivers the brand experience and in airport entertainment

Owns the emotional relationship and creates desire to shop Owns the end to end airport journey

AirportRetailerBrandChallenge remains how do we collaborate to reduce the noise but dial up the impact ?

Who owns the consumer when and where ?

Consumers see their journey as a single occasion with various steps and need states Pre travel

At airport

Duty free

Pre boarding

Post travel

Consumer Utopia A single platform and voice that informs and engages at all points of journey E-commerce,Parking, fast track, Flight info, security times, Advertising, High impactpromotions,Online ordering collectionin-loungeDelivery to gate, personal shoppingCRM,e-receipts,social mediaPre travel

At airport

Duty free

Pre boarding

Post travel

We see this common platform work in other hugely competitive industries

ORWould you rather use one app per record label Real Challenge how can we collaborate to leverage technology toDeliver what the consumer wants?Maximise impact yet minimise noise? Maintain and grow our own brands?

Our real competitive challenge is outside the industry The Three As