Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012

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Selamat Pagi, Selamat Datang“GUERRILLA RETAILING”Malaysia Airport HoldingsSeptember 20, 2012

Orvel Ray Wilson, CSPGOOGLE me

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If you’re going to be texting:•I’m listening to @OrvelRay

Wilson who is teaching us about Guerrilla Retailing and it’s fantastic. #MAHB

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What do we Mean by “Guerrilla”?

The most successful marketing series in history:

What do we know about airport shoppers?

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•They are on their way TO somewhere

•They have limited time•They are looking for last-minute or

forgotten items•They often have a negative

perception of value

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5 Things Every Customer Needs

•Feel Welcome•Feel Comfortable•Feel Important•Feel Understood•Feel Appreciated

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The Need to Feel Welcome•Break the “Force Field”

“Force field” example goes here

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The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”

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The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”•Greet at the Door

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The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”•Greet at the Door•Smile first•Maintain eye contact

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The Need to Feel Comfortable•Offer your name•Use theirs•Never ask, “May I help you?”•Ask, “When is your flight?” •Ask, “What can I help you find?”

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The Need to Feel Comfortable• Comfortable seating• Play area for kids• Luggage Storage

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The Need to Feel Important• Listen•Use Verbal Attends•Ask LOTS of questions•Never make them wrong or stupid

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The Need to Feel Understood•Use signposting to match their

criteria• Ask, “Is this what you had in mind?”

•Never let them handle the product, unless . . .

JVC GZ-E10A

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The Need to Feel Appreciated•Give them something extra•Thank them at the end of the

transaction

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Traffic and Closing Ratios• Average cost to bring a customer in

the door can run as high as RM600• If a customer doesn’t come back

you’ve lost money on them.

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Traffic and Closing Ratios•Track conversions

–Door-beam counter

–Develop a formula

–Post ratios daily

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Spiffs and Incentives to drive desired behaviors

•First sale•Biggest sale•Most Items•Smallest sale• Last sale

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5 Simple Steps to Train:• Greeting• Qualifying• Suggesting• Cross-selling• Closing

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Terima Kasih! •Friend me on facebook• Join my network on LinkedIn•Follow me on Twitter @OrvelRay•Coming back in January

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