why are you here? - gebr. heinemann · complexity > 100 countries > 200 sales people > 100...
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Why are you here?
Easy life Invest money Save money
Suppliers view
Bra
nd
Retail O
utlets
Customers view
Bra
nds
Retail O
utlet
Complexity
> 100 countries
> 200 sales people > 100 Mio. € in stock
> 3,000 travelling days
> 23,000 activities
> 5 Mio. bad depts
>100,000 orders with 4.5 Mio. order lines
Bra
nds
Retail O
utlets
> 3,000 flights
Service Portfolio
Category Management
Logistics
Shop Layout & Design
Purchasing
Customer Service
Point-of-Sale IT
Trade Marketing
Business Compliance
Simplicity
Brand Retail Customer
Turnover Distribution
2009 2016
~ 500 Mio. € ~ 800 Mio. €
Eurotrade Colorline
IDF Kiev
Big Five
Travel FREE
~ 540 Mio. €
Highlights 2017
Mauritius Duty Free: • New supply contract • 3 years • 20 Mio. € p.a.
Highlights 2017
Imperial Duty Free (IDF): • Arrival DF Shops (-> Q1 2018) • New- and Rebuilding of
12,000-15,000 sqm shop area 2017-2019
Highlights 2017
Inflight & Catering: • Largest customer Gate Retail
continues to grow • LOI for new supply contract • Duration of contract 3+2 years • Sales potential 45 Mio. EUR
p.a.
Highlights 2017
Focus on Global Cruise Business: • Carnival Cruise Tender: - 55 ships - Wholesale & Retail - Sales potential: >100 Mio. USD • Royal Caribbean Cruise Tender:
- 3 ships - Retail - Sales Potential: 120 Mio. USD
Our Vision
Our vision: The Heinemann Family. First choice in travel retail. Worldwide.
Strategic Goals Distribution 2017-2019
Strategic business
objectives
Clients/Markets: Lead the markets: win
clients and develop long-term relationships
Finance: Concentration on
contribution margin and profitable growth
Business Model/Processes: Transform the distribution model into value-adding processes and services
Learning/Employees: Empower employees for the
sustainable implementation of the distribution brand
Turnover Distribution
2009 2016
~ 500 Mio. € ~ 800 Mio. €
2019
~ 1,000 Mio. €
WE MAKE A LASTING
CONTRIBUTION TO YOUR
SUCCESS.
Distribution brand model
RELIABLE
We are your dependable
partner. Today and tomorrow.
EFFICIENT
We set the pace in service and
logistics. CARING
We care.
HANSEATIC We stand by
our word.
OPERATIONAL SUCCESS
Successful Operations
PREPARING THE SUCCESS OF THE GO LIVE!
THE SWEET TASTE OF SUCCESS – THE GO LIVE!
SUPPLYING SUCCESS PAST THE GO LIVE!
KEY SUCCESS FACTORS
The Success of the Go Live // Russia CIS
The Success of the Go Live // Airports Europe
The Success of the Go Live // BeNeLux Africa
The Success of the Go Live // Bordershops
The Success of the Go Live // C&F
The Success of the Go Live // Airlines
The goal is just around the corner
Summarizing
After the Go Live
Key Success Factors in Supplying Success
ONLINE
ONLINE B2B
IMPORTANCE ONLINE PRESENCE TARGET SUPPORT
1. Online Presence B2B
ONLINE NEWSLETTER
DIRECT MAILING
WEBSHOPS
APP COMMUNICATION
DIGITAL MAGAZINES
WEBPAGE
ONLINE PROMOTIONS
SOCIAL MEDIA
1. Online Presence B2B
41%
22%
9%
27% Web page
Web shop
Nothing
1. Online Presence B2B
1. Online Presence B2B
2. Importance of ONLINE for B2C
ACCURATE TARGETING
DIRECT CONTACT
STORYTELLING
Competition
AVAILABILTY OF INFORMATION 24/7
INDIVIDUAL CUSTOMER APPROACH
2. Competition
3. Target of Gebr. Heinemann
SPREADING NEWS
EXCELLENT SUPPORT OVER ONLINE CHANELS
INCREASE TURNOVER
EFFICIENT INPUT FOR ONLINE MARKETING ACTIVITIES
KNOWLEDGE ABOUT B2C
4. Support from you
INVESTMENT
SHARE ONLINE EXPERIENCE
INFORMATION ABOUT ACTIVITIES
A successful brand story is everything
The success:
Strong Brands offer more than just good quality.
Our expectations
Tell-a-story marketing Emotions
Customer journey Service
Value of brand recognition Quality
Innovative & creative Presence
Your audience & our captive market
Middle Class Business
Holiday Charter Low cost carrier
Millenials travel more and use more touchpoints!
Our common goal
Make our customers become your fans!
Our offer
General information: 1,000 retail outlets in over 110 countries worldwide 277 customers in the distribution = 797 Mio. EUR turnover (2016)
Airports Europe: • 157 shops • 48 customers
BeNeLux Africa: • 40 customers • 60 shops
Bordershops: • More than
130 shops • 14 customers
Russia CIS: • 47 customers • 175 locations
Cruises&Ferries: 85 customers
Shop Bilder einfliegen
Our offer
Animation einsetzen Bilder liegen im Job + Bilder aus MedienDB
einbauen + Katalogcover
Our opportunity
Penetration footfall Orientation
Average purchase Clear identity
Brand image Community = Fan
Creativity is intelligence having fun.
- Albert Einstein -
SUCCESSFUL SERVICES
Success Factors
Smart and Efficient Solutions
Maximizing Success through Focus
Grow together and grow business together
Success Factors
Efficiency Potential
1
Individualisation
Standardisation
LARGE
MEDIUM
SMALL
Success Potential
LARGE customers
29% 230 Mio.
2019 290 Mio.
MEDIUM customers
42% 332 Mio.
2019 420 Mio.
SMALL customers
29% 235 Mio.
2019 290 Mio.
Revenue target 2019 1,000,000,000 € Sell-In
TOTAL of Medium and Small customers = 567 Mio. € Sell-In (2019 710 Mio. €)
Success Activities
LARGE customers
29% 230 Mio.
2019 290 Mio.
We play it all!
LARGE customers
29% 230 Mio.
2019 290 Mio.
Twin Pack
Brand Consultants
Seasonal Promotions
Brand Training
GWP‘s
Mix & Match
SPO
Success Activities
Tailor Made
Activities Multi Buy
Staff Promotion
Base Price Activities
Tasting
BC‘s
Integr. Communic.
Brand Promotion Online
Graduated Price
Activities
MEDIUM customers
42% 332 Mio.
2019 420 Mio.
Twin Pack
Impulse Kits
Brand Training
Mix & Match
SPO
Success Activities
Seasonal Promotions Multi
Buy
GWP‘s
Base Price Activities
Consultants
Brand Promotion
/ Tasting
Graduated Price
Activities
SMALL customers
29% 235 Mio.
2019 290 Mio.
SPO
Success Activities
Multi Buy
GWP‘s Base Price Activities
Graduated Price
Activities
Impulse Kits
Twin Pack
Success Standards
GH has created great and optimized standards
Focus on bestsellers for small customers
Focus on base price activities
Special offer invoices indicating a value below 50 € are not considered
Impulse Kits
Success Standards
Several stickers
Showcard Set (holder & topper)
Success Standards
Implementation of Impulse Kit – Billund Airport
Success Standards
Success Conclusion
Through focus on the customer groups we maximise the potential to increase
turnover with your targeted investment.
SUCCESS OF EXCLUSIVITY
Importance and Strategies
Clear GH/TR differentiation
Additional challenge from online development
Domestic market pricing
Travel retail market consolidation
Importance and Strategies
Exclusivity through unforgettable and unique …
Customer Experience & Services Travel Retail Exclusive products
Travel Retail Exclusive (TREX) products
TREX share in total GH distribution turnover (Jan.-Jul. 2017)
Total 14%
In total assortment
LTC 19%
In LTC assortment
P&C 15%
In P&C assortment
ACC 6%
In ACC assortment
Travel Retail Exclusive (TREX) products
Category share in TREX (Jan.-Jul. 2017)
2,8%
59,3%
38,0%
Acc LTC P&C
Top Brands TREX LTC
Place 1: Lindt
Place 2: Kinder
Place 1: Glenfiddich
Place 2: Macallan
Place 3: Balvenie
Place 3: M&M‘s
Top Brands TREX P&C
Fragrances Color Cosmetic Skin Care
Destination products // top sweets
Niederegger Class Germany
Feodora Made in Germany
NEW 2017
+6,4% YOY
Hachez Germany
NEW 2017
Airport Exclusive // Success Story
Listed in IDF, SVO from
April 2017
No cannibalization
on-top-sales
+19,3% brand growth
An exclusive gift is the best gift ...
... and it is only available in Travel Retail!
GH as a connoisseur expert
New whisky concept in SVO, Moscow
Travel Retail shopping experience
GWP aims to increase penetration, spend per customer and share of bills over X euro
Travel Retail shopping experience
Summer Promo
in Moscow Sheremetyevo
+ € 540,000 incremental sales
+ 14% spend per customer increase in TE
+ 4,4% conversion
increase in TE and TD
Travel Retail is an exclusive channel
Share your ideas to create an
uforgettable and unique shopping
experience!
So, treat your end-consumer in this channel
with exclusivity!
GH ACTS GLOBAL, DO YOU?
Cruises
In our current Gebr. Heinemann set-up the complexity of Globalisation affects
us most in the Cruise Channel.
Cruises
Touching different price regions
(RSP)
With different market relevance of your
brands
With different market approaches
and policies
Cruises
Targeted Channel of Growth
For Retail Concessions
For Distribution
Cruises
Pax in 2016: 26 Mio.
The segment is about
117 billion USD
About 1,000,000
people working in the cruise area
Cruises
Investment of: 53 billion USD
High degree of Excitement / Innovation
Expected introduction of
97 new cruise ships
until 2026
New capacity of: 230.788 beds
Cruises
In 2018, cruise lines offer ports on total of 8 private islands
Close to Bahamas:
Coco Cay (RCL), Princess Cays (Princess Cruises), Half Moon Cay (Holland
America Cruises), Castaway Cay (Disney Cruises), Great Stirrup Cay (NCL), Ocean
Cay (MSC)
Haiti:
Labadee (RCL)
Dubai:
Sir Bani Yas (MSC)
Sir Bani Yas Island (U.A.E.) // opened winter 2016
Sir Bani Yas Island (U.A.E.)
Visited by MSC Splendida and Fantasia
MSC has been offering day trips since Q4/2016
36,000 sqm desert island with nature reserve
Day trips and overnight stays possible
Relaxing, food & drinks, sports & spa, wildlife ...
MSC Highlights
Exclusive MSC island „Ocean Cay“
Visited from 4 ships per week
Opens in Q4/2017
200 Mio. USD investment
Arriving at 8am, departure at 0am
Shopping, sports, weddings ...
MSC Summer Season 2016
GH
HAI HAP
Lirica
Poesia
Divina
Opera
Orchestra Armonia Musica
Preziosa
Splendida
Magnifica Sinfonia
Fantasia
MSC Winter Season 2016/2017 incl. New-Builds
Poesia
Opera
Orchestra
Armonia
Musica
Preziosa Splendida
Magnifica
Sinfonia
Fantasia
GH
HAI HAP
Lirica Divina
Meraviglia Plus 2
Meraviglia
Seaside
Seaview
Meraviglia Plus 1
World Class 1 Bellissima
World Class 2
Dedicated Global Cruise Person
Development and Agreement with GH on a global channel brand policy Securing Agreement/Coordination
and Implementation of the global marketing plan incl. local touch on GH HQ and local level
Secure handling of local day-to-day issues
Decision making mentality and fully accountable rather than pushing back responsibilities into regions
Global price negotiation
Dedicated Global Cruise Person
Relevant RSP‘s
Assortment
Securing local brand expertise across all regions regarding:
Competive margins
Successful promotion mechanics/best practise sharing
Dedicated Global Cruise Person
Competition set-up i.e. port shops/downtown issues
Training
Securing local brand expertise across all regions regarding:
Merchandising
Advertising