HowKomosionhelpedFlightCentrebe5erconnect

withitscustomers

TransformingfromTradi;onalTravelAgenttoWorldClassRetailer

ViaaCustomerInsightsDriven

Marke;ngProgram

2

TheSitua;onandChallenge

3

§  Big §  Successful

§  Strong Brand

§  ‘Bricks and Mortar’ distribu:on model

§  Lean

TheHighlySuccessfulMarketLeader

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5

1.  Range

2.  Experts

3.  Channel Choice

4.  24/7 Service

UnderpinnedbyStrongCulturewithEmbeddedValueProposi;ons

5.  Care & Support

6.  Service Ethic

7.  Price Guarantee

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WithaProvenLeanMarke;ng&ChannelFormulaFormulaicMarke;ngMixandChannelRoles

Website

eDM Press In store Campaign Publica:on

Direct Email - Postcard

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§  Set media mix and crea:ve formats

§  Focus on co-op driven marke:ng calendar

§  Rigid process enabling opera:onal staff to execute communica:ons

§  Cost effec:ve centralised func:onal teams suppor:ng all brands – web,

art department, product etc.

§  Tried and tested formula requiring limited management

ALeanTeamandStrongProcess

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§  More Compe::on §  More Choice

§  More Commodi:sa:on

§  Customers taking control

TheMarketPlacewasChanging

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TherewasanElephantinTheRoom

§  Supply led product & marke:ng §  Focus was product and price

§  Shops were offices

§  Online Sales Share was compara:vely low

§  Digital Threat

§  Limited content alignment with what the

customer wanted

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OurFourPhasedApproachtoProblemSolving

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DEC 2013 to FEB 2014

PHASE2

Build Capability and Execute

Strategy Development

Customer Research & Market Discovery Internal Diagnos:c

FEB to APRIL 2014 MAY to JULY 2014 AUG 2014 to on going (Con:nuous improvement)

PHASE1

PHASE3

PHASE4

FourPhasedApproach

12

InternalDiagnos;cWhatWeDid

1.  Review business process, metrics & measurable outcomes

2.  Reviewed marke:ng capability – the team, their skills, what they were doing

3.  Reviewed marke:ng processes – which processes were missing etc.

4.  Channel performance - Web UX review

5.  Channel performance - Mystery Shopping

Internal Diagnos:c

PHASE1

13

DRIVEENQUIRY

ACQUISITIONACTIVITYo.enledbyCO-OP$s

ATTRACT

NEWCUSTOMERS

DRIVECONSIDERATIO

NVIABRAN

DDEVELOPM

ENT

PROMOTE(PRODUCT&PRICE)

CONVERT

CONVERTINGCUSTOMERSWHOARETALKINGTOUSNOW

ENGAGE&RE-ENGAGE

LOYALTY&RETENTION(RESALEANDREFERRAL)AMONGEXISTINGCUSTOMERS

TELL&SELLEXISTINGCUSTOMERDATABASE

FUTURE:EqualPriori;esPAST:Over-ArchingPriority Internal

Diagnos:c

PHASE1

14

Internal Diagnos:c

PHASE1

Rest of the ‘Marke:ng Wheel’ for Flight Centre Brand was supported by centralised func:on covering all brands Limited dedicated resources assigned to Flight Centre Brand

All resources clustering in

communica:on space

Most resources

Opera:onal

15

Internal Diagnos:c

PHASE1

Clarifiedtheannualplanningprocessesensuringtheycascadedinthecorrectorder

Iden;fiedanideal3yearplanningcycle

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§  Shop not a customer-centric retail environment

§  No Retail Sales Aides for example, no graphics explaining choices

§  Big differences (novice versus experienced consultant)

§  Different processes needed for travel booking types

§  Des:na:on Exper:se not always available via current systems

§  Conversion of leads big varia:ons on how leads are converted

Internal Diagnos:c

PHASE1

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Internal Diagnos:c

PHASE1

Mappedkeytasksthroughwebsiteandiden;fiedarangeofopportuni;esforimprovement

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Internal Diagnos:c

PHASE1

Reviewedthecustomerexperiencethroughphone/email/onlineenquiry.Iden;fiedopportuni;esforimprovement.

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CustomerResearchandMarketDiscovery

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GeHngtheExternalandCustomerPerspecSve: 1.  Customer Knowledge and Insights 2.  Market Sizing & Dynamics 3.  Customer Journey Mapping / Research 4.  Compe::ve Market Review

CustomerResearchandMarketDiscovery

PHASE2

Customer Research &

Market Discovery

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Customers:WheretheMoneycomesfrom

Dream

Plan

BookPre-Travel

Travel

Share

SingleViewofCustomerHelixPersonataggingBehaviouraltaggingDes;na;onpreferencetaggingProductpreferenceanalysisTargetedcommunica;onsJourneytypepreference

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MarketData

23

UnderstandingOurCustomers’Journeys

PHASE2

Customer Research &

Market Discovery

24

PHASE2

Customer Research &

Market Discovery

25

PHASE2

Customer Research &

Market Discovery

26

PHASE2

Customer Research &

Market Discovery

27

PHASE2

Customer Research &

Market Discovery

CommercialinCon

fidence

28

PHASE2

Customer Research &

Market Discovery

SIMPLE

“Y”KN

OWN

“X”KNOWN

“X”KNOWN

“Y”KNOWN

EASEANDEFFICIENCY–QUICK

COMPARISONSTOIDENTIFY‘BESTDEAL’–FREQUENTJOURENYS

(ISnerarycomparisons,savedpreferences,pricesorSng)

BOOK&GO

REDUCERISKBYMATCHINGINDIVIDUALNEEDS

(ISnerarycomparisons/proposeopSons,travellerandemergentneeds,allowtobook

partsofthejourney)

JOINTHEDOTS

ASSISTTHECUSTOMERTO‘CHOOSE’

DESTINATIONANDOPTIONS(Searchcriteriaexpandedtotravellerand

emergentneeds)

PERFECTMATCH

ASSISTWITHBUILDINGANDMOULDINGTHEEXPERIENCE

(ConstructopSonsforiSnerariesthatcanbeaddedto/revisedandallowbookingof

‘parts’ofthejourney)

MISSIONCONTROL

Commercialin

Confidence Commercial

in

Confidence

Commercialin

Confidence Commercial

in

Confidence

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JourneyTypes UnderlyingNeeds Behaviours BrandCustomerValue

ProposiSon

Holiday

FamilyTime

Business

Wedding

BucketList

SimpleQuick

WhatelsecanIdo?

The“Big”Plan

SeekingAdvice

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ProductApproach:TravelAgenttoWorldClassRetailer

Past:SupplierDriven Future:CustomerDriven

RANGESUPPLIERRANGE

SELECTION

CONTENTDESCRIPTIONSUPPLIERDRIVEN

INVENTORY&AVAILABILITYSUPPLIERCONTROL

RANGEBRANDRANGESELECTIONINPARTNERSHIPWITH

SUPPLIERS

CONTENTDESCRIPTIONBRANDDRIVENFORKEY

PRODUCTSWITHSUPPLIER

SUPPLIMENTATION

INVENTORY&AVAILABILITYBRAND&SUPPLIERCOMMITMENT

BRANDsegm

entaSon

CustomerSegments

PHASE2

Customer Research &

Market Discovery

31

PHASE2

Customer Research &

Market Discovery

32

ARangeofStrategicSolu;ons

33

NEWSTRATEGYENABLEDBYANEWORGANISATIONALSTRUCTURE Strategy Development

PHASE3

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Implementa;onandCon;nuousImprovement

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WeareBusyBuildingCapabilityandExecu;ngPlans

1.  Recruitment / on-boarding of new execu:ves

2.  New Media Brief & Pitch Process implemented

3.  Recent hand over of fast track improvement projects Driven By Komosion and Supported by Internal Teams : §  New Marke:ng Calendar and Strategy §  New Media Agency installa:on §  New Content Planning and Crea:on §  Web UX improvements §  Data Mapping and Segmenta:on §  Noble Selling Purpose Roll-Out §  Product Categories and Strategy

Build Capability

and Execute

PHASE4

36

IncreasedFocusontheCustomerExperience

Build Capability

and Execute

PHASE4

§  Deep investment in customer knowledge

§  Understanding how customers wish to transact – for each journey type

§  Understand customers media consump:on and how to s:mulate them

§  Understand what customers expect throughout the journey

§  Deliver products and services that customers require, profitably

GecngtoKnowOurCustomersToBe5erDelivertheRightProducts,

ServiceNeedsandSupport

37

Build Capability

and Execute

PHASE4

§  Selec:ng the right range for each brands customer

§  Presen:ng that range through all channels

§  Enabling customers to find what the are looking for

§  Enabling consultants to beler add value to the customer experience

§  Proac:ve Recommenda:on

§  Its what you do when you get there

TheRightRangeofProductsforeachBrandtoMeettheCustomersNeeds

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Build Capability

and Execute

PHASE4

§  Adver:sing based on customer targe:ng, presenta:on of relevant product offers and

alignment with seasonality

§  Maximum use of CRM to deliver conversion and subsequent re-targe:ng

§  Brand adver:sing layer to maintain Flight Centre as the number one travel retailer of

choice

GecngBe5erEquippedtoDelivertheRightProducttotheRight

CustomerattheRightTime

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Build Capability

and Execute

PHASE4

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