4 Aldric Chau – TFWA Singapore Cathay Pacific Final
4 Aldric Chau – TFWA Singapore Cathay Pacific Final
4 Aldric Chau – TFWA Singapore Cathay Pacific Final
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<strong>Aldric</strong> <strong>Chau</strong>, <strong>Cathay</strong> <strong>Pacific</strong> Airways<br />
<strong>TFWA</strong> <strong>Singapore</strong>, May 2012<br />
Discover the Shop<br />
<strong>Cathay</strong> <strong>Pacific</strong> Airways<br />
14 May 2012<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
In4light entertainment commercial – Family Moment<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research 4indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
In4light customer survey<br />
• During Nov-‐Dec 2011<br />
• 10,000+ responses collected<br />
Key 4indings<br />
1. Beauty products vs. electronics & gadgets<br />
2. Tapping into the Gen Y market<br />
3. Gender-‐specific trends: How men buy<br />
Inflight Services Department : ISD&S
Meet the respondents<br />
Inflight Services Department : ISD&S
How Men Buy<br />
Inflight Services Department : ISD&S
Women shop, men buy.<br />
Inflight Services Department : ISD&S
Men want to be in the know<br />
Inflight Services Department : ISD&S
Role models<br />
Men can struggle with<br />
beauty products and<br />
they refer to:<br />
• Role models<br />
• CelebriMes<br />
• Media sources<br />
• Partners and friends<br />
Inflight Services Department : ISD&S
Initiatives tapping into men’s market<br />
• Increasing proporMon of men’s product<br />
• GiR suggesMon icons<br />
• Male cover model<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
Limited-‐edition, What’s in it for the exclusive bargain & hunters?<br />
attractive<br />
Inflight Services Department : ISD&S
Freshness<br />
Inflight Services Department : ISD&S
Beyond Duty Free, since 2007<br />
Vintage<br />
Glamour<br />
Rolex watch,<br />
Hermes clock &<br />
LV trunks<br />
Vivienne Tam<br />
laptop computer<br />
China Chic<br />
Fine wine<br />
in the air<br />
Chateau<br />
Lynch Bages<br />
2000<br />
agnes b. bouquets<br />
Flower<br />
delivery<br />
Inflight Services Department : ISD&S
Variety of products<br />
2010<br />
2007<br />
2012<br />
310 items<br />
19% ↑ from 2007<br />
260 items<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
Sales promotion<br />
Scratch<br />
card<br />
instant<br />
win<br />
onboard<br />
Lucky<br />
draw for<br />
HK Sevens<br />
Mckets<br />
CNY<br />
Dragon<br />
Deal offer<br />
vouchers<br />
10%<br />
discount<br />
for online<br />
preflight<br />
orders<br />
…and more<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
Inflight Services Department : ISD&S
In4light/Airport Marketing Collaterals<br />
Inflight Services Department : ISD&S
Real Time Marketing<br />
Customised banner based on passengers’ profile<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
Special promotion with a supplier -‐<br />
WIN A TRIP TO PROVENCE<br />
• Editorial exposure on CX channels<br />
• Banners on supplier’s website<br />
• Crew incenMve trip<br />
• Sales increment<br />
Inflight Services Department : ISD&S
Special promotion with supplier -‐<br />
WIN A TRIP TO PROVENCE<br />
“When the passenger would<br />
like to buy L’Occitane<br />
products, I don’t only sell to<br />
them but also explain the<br />
products’ features and<br />
bene>its, so that they can<br />
know more about what they<br />
are buying,” says Sharon<br />
(cabin crew).<br />
“I've always used L’Occitane hand cream. After visiting<br />
Provence I think I'll use L’Occitane products for the rest of<br />
my life!” says Sannifer Lau (winning passenger).<br />
Inflight Services Department : ISD&S
Collaboration with suppliers<br />
in magazine<br />
Concept Layout<br />
Inflight Services Department : ISD&S
Create an ambience for the brands & showcase the<br />
products’ uniqueness to stimulate sales<br />
Before After<br />
Inflight Services Department : ISD&S
Detailed editorial features<br />
Section indicators<br />
Watch size measurements<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
Listening to your customers<br />
• Engage them with customer survey & panel discussion<br />
• Observe first-‐hand as management flyer<br />
Management flying programme<br />
Inflight Services Department : ISD&S
Discovering what’s in our shop<br />
• Research *indings<br />
• Product selection<br />
• Innovative promotions<br />
• Tactical marketing<br />
• Special promotions with suppliers<br />
• Customer feedback<br />
• Cabin crew training<br />
Inflight Services Department : ISD&S
Internal customers –<br />
Elite Sales Force<br />
Inflight Services Department : ISD&S
In4light Sales Carnival<br />
• Bridging suppliers, cabin crew and management<br />
• Turnout of 500 crew at every Carnival<br />
• Awards presentaMon to top salespersons<br />
Inflight Services Department : ISD&S
In4light Salesperson of the Year<br />
• Sharing best pracMce among airlines<br />
• Influencing the sales culture in crew community<br />
Inflight Services Department : ISD&S
Cabin crew as cover model<br />
DFNI Global Awards<br />
In4light Travel Retailer of the Year 2011<br />
Inflight Services Department : ISD&S
Strategic partnership with<br />
In4light Sales Group<br />
Inflight Services Department : ISD&S
Strength in adversity<br />
Inflight Services Department : ISD&S
Thank you.<br />
aldric_chau@cathaypacific.com<br />
Discover the Shop<br />
<strong>Cathay</strong> <strong>Pacific</strong> Airways<br />
14 May 2012<br />
Inflight Services Department : ISD&S
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