Airline travel has always been deemed exotic, and its mystique and the status it gives all passengers offers the perfect environment for the social media led enhancement of brand reputation. Overwhelmingly inflight retail is the place for luxury brands. For a start, behind each purchase is a story...

1. Airline travel has always been deemed exotic, its mystique and the status it
gives passengers offers the perfect environment for the social media led
enhancement of brand reputation.
Overwhelmingly inflight retail is the place for luxury brands. For a start.
behind each purchase is a story...
INFLIGHT SOCIAL MEDIA:
THE PERFECT PLATFORM
FOR LUXURY BRANDS

2. Technology enhancing
the customer experience
and adding value to
the bottom line

5. Live catwalk shows filmed and
beamed instantly to store

6. Bringing the catwalk directly into
stores and simultaneously on
customers mobile devices

7. Making the runway a reality

8. Large screens magically
turn into mirrors

9. A digital app engages with
customers by recognising
pre-programmed information

10. Within beauty areas, multi-
functional screens show moving
content or changing imagery

11. Digitally-enhanced interactive
windows welcome shoppers
with style tips based on their
current outfit

12. 3M+ Facebook fans are selected
and invited to fashion shows
and special events in store

13. Constant customer engagement via
social channels

14. RFID continues to be
a trend, used to track
and release information

15. Your customised Trench – ultimate
personalisation

16. Not since the
Industrial Revolution have
we seen such dramatic change
in the social landscape

17. The connected consumer

18. Boomers and Millennials will
continue to influence retail.
Source: Google Images

19. Social networks will serve
as shopping platforms
Source: Google Images

20. Loyalty-wise:
points-for-purchase model
will no longer be effective
Source: Google Images

21. Retailers will continue to adopt and
experiment with technology

22. Social Responsibility will be
ever more important
Source: Google Images

23. Data will become more
accessible and powerful

24. More retailers will take
control of their value chain and
improve order fulfilment
Source: Google Images

25. More e-commerce sites will
set up offline locations
Source: virgin.com

26. Retailers will localise their
product mix and store formats
will adapt and win

27. Mobile will continue to
grow in all directions
Source: Google Images

28. Stores with Omni-Channel
will continue to thrive
Source: Google Images

29. Bottom line is all about the
customer experience
Source: Google Images

30. ThoughtWorks worked with Domino’s Pizza
to bring customers closer to the ultimate
pizza ordering experience.

32. A new style of IT emerging

33. A new style of IT emerging

34. THE CONSUMER JOURNEY
AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
• DIRECT MAIL
• PR
• PRINT/TV
• SOCIAL
• E-MAIL • E-BOOK
• WEBSITE
• WEBINAR
• BLOG
• SOCIAL
• SEO • E-COMMERCE
• IN-STORE
• CATALOG
• APP
• SALES
• SMS
• E-MAIL
• COMMUNITY
• SOCIAL
• FAQ
• E-MAIL
• DIRECT MAIL
• WEBSITE
• SALES
• COUPON
• E-MAIL
• REVIEWS
• COMMUNITY
• SOCIAL
• EVENT
Connecting the dots of his journey.You need to look at your customer & the touchpoints & look at retail holistically.

35. FUTURE-PROOF YOUR BUSINESS TODAY
• Technology products are customer engagement
tools or services consider these solutions
• Individual product solutions will realise potential
when they are part of a strategic plan.
• Technology is your ENABLER
• Focus your customer at the heart of your business
• Identify and solve your business problems

36. Why & Why Now
DIGITAL TRANSFORMATION

37. why does it matter NOW?
What makes digital transformation so important NOW?
* DCX - Digital Consumer Experience
Social business connections
alone
are not enough.
Social business helps flatten traditional
hierarchies by empowering employees
to connect, communicate, and
collaborate across traditional
boundaries. But without a vision for
how to compete in connected markets
and how to create value for a digital
customer, social is not the answer.
When leadership recognizes that
existing business models, systems and
processes are ill-equipped to respond
without big changes, digital
transformation is inevitable.
Brands are out of touch with
digital consumer behaviours.
Brands are out of touch with their digital
customers. Companies are boosting
technology budgets, but all is based on
assumptions and not from research into
the new customer journey. Brands lack
the infrastructure to support next
generation marketing efforts. Brands
have to start using insights stemming
from the new DCX* as the catalyst for
internal digital transformation.
Digital transformation puts
people at
the centre.
Every business says it’s customer-
centric. Really? Leading companies put
people at the center of change. They
start with studying the data (digital
footprints and preferences) plus
behavior to learn where to prioritize
technology, resources, and
investments. The case for urgency
is made in updating an antiquated
customer journey to a more accurate,
adaptive, optimized DCX.

38. 1
VISION &
LEADERSHIP
Digital transformation an emergent
movement, is not yet recognized as a
formal priority by most businesses.
This requires those leading to get a digital
transformation program in motion to make
the business case. But, the business case
needs more than evidence or anecdotes;
it needs a story and a vision for what it
looks like and what it delivers.
THE 3 KEY ELEMENTS
What makes digital transformation so important NOW?
2
THE
DCX
Digital customer experience begins with
research, studies behaviors and
expectations throughout every stage of
the customer lifecycle. With information,
digital transformation takes shape by
specifically aligning people, processes,
and technologies against goals to map an
effective journey for digital customers.
3
TRANSFORMATION
TEAM
Organizations form special teams to
bring people together to start talking and
put change into motion. These teams
go by many names: digital circles,
Centers of Excellence (CoE), rapid
innovation teams, digital acceleration
teams, and more.

39. KEy elements3 Key Elements for Digital Transformation
Vision &
Leadership
Digital Customer
Experience
Digital Trans-
formation Team

40. KEy elements3 Key Elements for Digital Transformation
Where are you?
Vision &
Leadership
Digital Customer
Experience
Digital Trans-
formation Team

41. DIGITAL TRANSFORMATION
KEY QUESTIONS
Digital
Customer
Experience
Vision &
Leadership
Digital
Transformation
Team
WHO
DRIVES YOUR
CHANGE
PROGRAM?
WHERE DO
YOU WANT
TO TAKE THE
BRAND?
WHAT
DOES YOUR
DCX LOOK
LIKE?

42. THANK YOU
For questions or suggestions:
Ruth Harrison
rharrison@thoughtworks.com