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.

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]