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Phil Humphreys MD GTME DIAGEO

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Phil Humphreys MD GTME DIAGEO Powered By Docstoc
					Phil Humphreys
Managing Director
Diageo Global Travel & Middle East
(GTME)
Singapore Changi Airport, Sept ‘09
Footfall is the key to unlocking growth


                All Passengers
                             OF WHICH:


                                         Browse                  Buy
     Don’t Shop              77%         12%                     11%

                 OF WHICH:               Total Shoppers at 23%




  Would Buy              Rejectors
  (But Don’t)   67%        33%
Footfall is the key to unlocking growth




                        More than half of all
                      passengers (52%) don’t
                       shop but don’t reject



  Would Buy
  (But Don’t)   67%
Why don’t passengers shop?



  “Disconnected”             “Dismissed”
        27%                      51%



  “Disappointed”         “Distracted”
       15%                    6%
How to Double the liquor category
 If half of just the ‘Dismissed’ and the
     ‘Disconnected’ groups became
 shoppers and then only half of them
         converted to Buyers….

    Half of the
   “Dismissed”            $4bn
    Half of the
  “Disconnected”
                          $2bn
              $6B
        Dubai Airport Summer Spirits Campaign


ON-SHOPPER SEGMENTATION
ey characteristics of non-shoppers
Dubai Airport Johnnie Walker F1
Abu Dhabi Airport Johnnie Walker F1
Phil Humphreys
Managing Director
Diageo Global Travel & Middle East (GTME)
Phil Humphreys
Managing Director
Diageo Global Travel & Middle East (GTME)
Telephone +44 7803 855302

				
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posted:10/23/2011
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