C1 - Internal use 

 1 . Challenge : 

 In September 2012 , I joined the Solar PV division of a company I work for . Although   the division had been booming with the overwhelming increase of travel globally , especially in Asia ;   the industry itself had been stagnating . The consumer experience had n’t really caught up with   innovations we see in retail around the world / bridge between online - offline services/ digitalization   and so on . In other words , for an industry that is booming & generating such important sales , and   benefiting from immense amounts of traffic – travel retail was not really up to speed . 

 In our group , there had certainly been talks and plans to gradually rethink our model / find digital   opportunities . For example – it is bizarre that the travel division works in silo , as opposed to hand in   hand with local markets – since after all , we share the same customers . We thought there must be a   way to create better synergy , capture the customer early in their journey before they hop on a plane   or keep them consistently engaged / aware of key travel offers . However , 2 key challenges that we   have not been able to crack are : 

 ➢ Offsetting the sales dependence we have on key passengers ( i.e. by recruiting a new one 

 that we can call XYZ for the purpose of this exercise – that actually makes up for the majority   of the traffic in the airports we are present in , but does not step into duty free shops ) 

 ➢ Digitalizing the experience ; leveraging mobile / online pre - purchasing services to increase 

 efficiency / adapt to limited dwell time , but also offset our dependence on retail sales . The   latter is actually a challenge because it requires collaboration from 3 parties : the Duty Free   retailer , the brand ( us ) and the airport . And it ’s therefore very difficult to scale as the owners   of duty free & airports vary across the country . 

 Once the pandemic hit , the 2 challenges above needed to be addressed now more than ever . The   biggest thought we had was , ‘ if only ’ we had innovated earlier and built a model that is crisis - proof .   Nevertheless , it ’s not too late , but this course helps find ways to crack the code and move things   forward . The main one I want to address today , is what needs to be done to get the passenger XYZ   into our shops – what are we missing . On top of it , this passenger is very digital savvy , so recruiting   them can only further our transformation . 

 2 . Selection 

 The tool I selected for this challenge is the Story telling tool , because today there is plenty of   redundant research as to why passenger XYZ does not step into the duty free ( expensive price   perception , prefers heading to a restaurant instead to spend their dwell time , does n’t want to   carry extra things , does n’t perceive the assortment / offer to be attractive ) .     The Story telling tool entails putting the human beings and their experience front and center &   listen . Listen to their journey thoroughly , and let them tell their story through images ,   questions / answers , drawings to help uncover insights / unexpressed needs / patterns . By doing   so , we would be working with a different set of data than the one readily available to all the   competition . 

 3 . Application : 

 We created 3 segments of the passenger XYZ and recruited 25 members for each : 

 Segment 1 : Domestic Business Travelers   Segment 2 : Domestic Travelers for Leisure ( where more than 50 % of their trips / year are domestic ) 

 C1 - Internal use 

 Segment 3 : International Travelers ( where more than 50 % of their trips / year are international )     To help kick - off the story telling process . We asked each segment to tell their stories via different   methods .     A ) Questions : general travel - related pre & post - covid to get an initial pulse :     Pre Covid examples : What is the most exciting part of travelling / What do you dread most / Walk us through your path from the 

 time you enter airport to your flight / List reasons you stop at certain shops & why / What do you wish was different in your travelling   experience?/How do you typically feel when you travel 

 Post Covid : What is the first thing you want to do post - covid ? / When do you plan to travel again / Who will you travel with /Do   you trust airports / airlines will make it safe ? / Will you prepare differently if so how ? 

 B ) Drawing : Drawing their journey from the moment they wake up to when they reach their gate . 

 C ) Deep - Dive round table talk : regarding how they prepare for travel from our industry ’s   standpoint ( we sell trendy / daily used consumer goods ) – ranging from how they pack , steps they   take , what they bring etc 

 D ) Ranking Exercise : we asked them to rank a variety of services in terms of convenience &   attractiveness . 

 I found the above methods to be very effective in extracting unique information . 

 4 . Insight : 

 The main insight we gained from applying the tool is that these passengers do n’t behave that   much differently when they are not travelling . The offer that typically appeals to them in our   particular industry was simply not available in travel retail & the service that comes with it   neither . They of course did not list that as a reason for not shopping in duty free right off the bat ,   but as we doug in their journey and understood all the facets of it , it became evident that the   key element that drives their purchase outside airports was simply not available in airports , and   hence emerged an opportunity for us to adapt fast . 

 In understanding their journey thoroughly , we also uncovered new opportunities to catch them   before they decide to fly . 

 We are of course still at early stages , but the amount of insights we gathered by doing this   simple exercise outweighs in terms of richness any existing study we had on hand . 

 5 . Approach : 

 I would apply the same tool actually if faced with a challenge that is particularly human based .   We saw that having this close interaction and various ways of conveying a message , really   does help uncover insights that the consumer would not have explicitly communicated . 

 I might consider however complementing this first exercise with a launch experiment , simulate   an environment that mimics a current Duty Free and test some changes / tweaks we have in   mind to see how they respond to them . We might then run a pilot in 1 airport location to validate   the winning ‘ pretotype ’ . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: C1 - Internal use 

 1 . Challenge : 

 In September 2012 , I joined the Solar PV division of a company I work for . Although   the division had been booming with the overwhelming increase of travel globally , especially in Asia ;   the industry itself had been stagnating . The consumer experience had n’t really caught up with   innovations we see in retail around the world / bridge between online - offline services/ digitalization   and so on . In other words , for an industry that is booming & generating such important sales , and   benefiting from immense amounts of traffic – travel retail was not really up to speed . 

 In our group , there had certainly been talks and plans to gradually rethink our model / find digital   opportunities . For example – it is bizarre that the travel division works in silo , as opposed to hand in   hand with local markets – since after all , we share the same customers . We thought there must be a   way to create better synergy , capture the customer early in their journey before they hop on a plane   or keep them consistently engaged / aware of key travel offers . However , 2 key challenges that we   have not been able to crack are : 

 ➢ Offsetting the sales dependence we have on key passengers ( i.e. by recruiting a new one 

 that we can call XYZ for the purpose of this exercise – that actually makes up for the majority   of the traffic in the airports we are present in , but does not step into duty free shops ) 

 ➢ Digitalizing the experience ; leveraging mobile / online pre - purchasing services to increase 

 efficiency / adapt to limited dwell time , but also offset our dependence on retail sales . The   latter is actually a challenge because it requires collaboration from 3 parties : the Duty Free   retailer , the brand ( us ) and the airport . And it ’s therefore very difficult to scale as the owners   of duty free & airports vary across the country . 

 Once the pandemic hit , the 2 challenges above needed to be addressed now more than ever . The   biggest thought we had was , ‘ if only ’ we had innovated earlier and built a model that is crisis - proof .   Nevertheless , it ’s not too late , but this course helps find ways to crack the code and move things   forward . The main one I want to address today , is what needs to be done to get the passenger XYZ   into our shops – what are we missing . On top of it , this passenger is very digital savvy , so recruiting   them can only further our transformation . 

 2 . Selection 

 The tool I selected for this challenge is the Story telling tool , because today there is plenty of   redundant research as to why passenger XYZ does not step into the duty free ( expensive price   perception , prefers heading to a restaurant instead to spend their dwell time , does n’t want to   carry extra things , does n’t perceive the assortment / offer to be attractive ) .     The Story telling tool entails putting the human beings and their experience front and center &   listen . Listen to their journey thoroughly , and let them tell their story through images ,   questions / answers , drawings to help uncover insights / unexpressed needs / patterns . By doing   so , we would be working with a different set of data than the one readily available to all the   competition . 

 3 . Application : 

 We created 3 segments of the passenger XYZ and recruited 25 members for each : 

 Segment 1 : Domestic Business Travelers   Segment 2 : Domestic Travelers for Leisure ( where more than 50 % of their trips / year are domestic ) 

 C1 - Internal use 

 Segment 3 : International Travelers ( where more than 50 % of their trips / year are international )     To help kick - off the story telling process . We asked each segment to tell their stories via different   methods .     A ) Questions : general travel - related pre & post - covid to get an initial pulse :     Pre Covid examples : What is the most exciting part of travelling / What do you dread most / Walk us through your path from the 

 time you enter airport to your flight / List reasons you stop at certain shops & why / What do you wish was different in your travelling   experience?/How do you typically feel when you travel 

 Post Covid : What is the first thing you want to do post - covid ? / When do you plan to travel again / Who will you travel with /Do   you trust airports / airlines will make it safe ? / Will you prepare differently if so how ? 

 B ) Drawing : Drawing their journey from the moment they wake up to when they reach their gate . 

 C ) Deep - Dive round table talk : regarding how they prepare for travel from our industry ’s   standpoint ( we sell trendy / daily used consumer goods ) – ranging from how they pack , steps they   take , what they bring etc 

 D ) Ranking Exercise : we asked them to rank a variety of services in terms of convenience &   attractiveness . 

 I found the above methods to be very effective in extracting unique information . 

 4 . Insight : 

 The main insight we gained from applying the tool is that these passengers do n’t behave that   much differently when they are not travelling . The offer that typically appeals to them in our   particular industry was simply not available in travel retail & the service that comes with it   neither . They of course did not list that as a reason for not shopping in duty free right off the bat ,   but as we doug in their journey and understood all the facets of it , it became evident that the   key element that drives their purchase outside airports was simply not available in airports , and   hence emerged an opportunity for us to adapt fast . 

 In understanding their journey thoroughly , we also uncovered new opportunities to catch them   before they decide to fly . 

 We are of course still at early stages , but the amount of insights we gathered by doing this   simple exercise outweighs in terms of richness any existing study we had on hand . 

 5 . Approach : 

 I would apply the same tool actually if faced with a challenge that is particularly human based .   We saw that having this close interaction and various ways of conveying a message , really   does help uncover insights that the consumer would not have explicitly communicated . 

 I might consider however complementing this first exercise with a launch experiment , simulate   an environment that mimics a current Duty Free and test some changes / tweaks we have in   mind to see how they respond to them . We might then run a pilot in 1 airport location to validate   the winning ‘ pretotype ’ .
### Output: 