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”