Suncorp & Flight Centre Share Their Bricks-And-Mortar CX Strategies

Suncorp & Flight Centre Share Their Bricks-And-Mortar CX Strategies
SHARE
THIS



In the latest episode of the Marketing Dividends series presented by the AANA, the marketers behind two of Queensland’s biggest brands offer insights into how physical retail presence can be used to drive customer experience and to build brands.

Joining host James Hier were Mark Reinke, chief customer experience officer at Suncorp; and Darren Wright, general manager of product advertising, customer experience and sales at Flight Centre.

Wright said Flight Centre see its retail stores as a real competitive advantage.

“All of our stores are in high streets or in the big shopping centres,” he said.

“We leverage the significant capacity of these retail stores to bring consumers back to the brand and also position who we are.

“We use that bricks and mortar to… surprise, delight, educate; to get our customers excited and obviously then celebrate once they travel. So, it gives you that tactile feeling in a customer experience model that you don’t really get when you’re transacting online.”

For Flight Centre to remain competitive, particularly against pure online plays, means constantly refreshing the offers available via its Stores, according to Wright.

“We have a speed-to-market strategy that’s around two hours,” he said.

“If a new offer or fare becomes available, Flight Centre want to ensure that it is advertised across our store network and communicated to our customers as quickly as our online-only competitors can.

“We can communicate that in the storefront, with our digital screens within two hours.”

Reinke said retail stores are also an integral part of Suncorp’s strategy. Having opened two concept stores in the last six months – one in Sydney and the other in Brisbane, he believes Australia is moving towards an ‘experience economy’.

“People really value experiences. The ability to create immersive experiences… is a great way to bring our brand to life,” he said.

“We are experimenting around the right recipe to really engage people.”

You can check out what more Wright and Reinke had to say n the below video.

In the latest episode of the Marketing Dividends series presented by the AANA, the marketers behind two of Queensland’s biggest brands offer insights into how physical retail presence can be used to drive customer experience and to build brands.

Joining host James Hier were Mark Reinke, chief customer experience officer at Suncorp; and Darren Wright, general manager of product advertising, customer experience and sales at Flight Centre.

Wright said Flight Centre see its retail stores as a real competitive advantage.

“All of our stores are in high streets or in the big shopping centres,” he said.

“We leverage the significant capacity of these retail stores to bring consumers back to the brand and also position who we are.

“We use that bricks and mortar to… surprise, delight, educate; to get our customers excited and obviously then celebrate once they travel. So, it gives you that tactile feeling in a customer experience model that you don’t really get when you’re transacting online.”

For Flight Centre to remain competitive, particularly against pure online plays, means constantly refreshing the offers available via its Stores, according to Wright.

“We have a speed-to-market strategy that’s around two hours,” he said.

“If a new offer or fare becomes available, Flight Centre want to ensure that it is advertised across our store network and communicated to our customers as quickly as our online-only competitors can.

“We can communicate that in the storefront, with our digital screens within two hours.”

Reinke said retail stores are also an integral part of Suncorp’s strategy. Having opened two concept stores in the last six months – one in Sydney and the other in Brisbane, he believes Australia is moving towards an ‘experience economy’.

“People really value experiences. The ability to create immersive experiences… is a great way to bring our brand to life,” he said.

“We are experimenting around the right recipe to really engage people.”

You can check out what more Wright and Reinke had to say n the below video.

 

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]