[Presentation] How airports can use social media to drive retail

Recently, SimpliFlying was invited to present on the topic entitled “Delivering Brand Value & Customer Expectations through Social Media” at the Malaysia Airports Concessionaires Conference, to a hall full of airport retailers and commercial managers at airports. We focused on the increasing competition, lower traffic growth in certain geographic regions and changing demographics of travelers with spending power.

What is needed is a more long term, strategic approach to travel retail operations, where the understanding of consumer needs and critical insights are paramount. However, short term thinking and operational efficiency is still prevalent in the industry. Here, airports can play a greater role towards facilitating a long term, strategic approach to travel retail.

Social media, which is an increasingly popular tool for branding and communications, is a lot more than a tool for “showcasing or telling”, it is even more powerful as a tool for “listening”. What is the role of social media in building the brand value of KLIA and their retail partners? Here is the presentation we shared with the audience there. We’d love your feedback too!