Creative agency DCVF and Schiphol Media hosted Travel Retail seminar
Schiphol’s media department and creative agency De Combinatie Van Factoren join forces in organizing 'Blurring Lines': an interactive event for Travel Retail professionals who are looking for fresh inspiration and new insights.
Boundaries between the physical and the digital world are fading, offering a whole new level of possibilities in customer experience. Especially in the Travel Retail channel. It provides insights into the synergy between Travel Retail, Digital Media and Brand Communication.
Keynote speakers included Esmee van de Giessen, Alliance Manager Capgemini; Dick Gussen, Corendon Director of Brand & Media Partnerships; Rupert Parker Brady, Retail Strategist and Bas Komen of Albert Heijn Retail Media.
DCVF’s Martijn Nillesen highlighted co-creation as the biggest opportunity. “If airlines, airports, brands, digital parties, and retailers collaborate, then only we can provide travellers with a seamless experience. Otherwise, we will only confuse them and create stress instead of relieving it,” he said.
Maarten van Maaren of Schiphol Media, added, “By having valuable data, the effectiveness of airport media in the customer journey becomes obvious now. If we use that momentum and view the traveller experience as a joint effort, we can make even bigger steps. But we must do it together.”
