There is no feeling like bespoke clothing – it is something tailored specifically to you, your needs and your desires, and it creates an experience and a satisfaction that no off-the-peg item can ever match. The same is true for the training and support we offer our frontline teams.
The travel retail sector is unique. Operating in high-traffic, time-sensitive environments while engaging with an international clientele and navigating complex duty-free regulations requires specialist skills and knowledge. To succeed in the modern market, brands and retailer must invest in bespoke training, tailored to the needs of their staff and the demographics of their specific shoppers; training that equips frontline staff with the tools to deliver exceptional experiences. And the truth is that this must be done fast, because travel retail is facing a crisis point.
Operating in high-traffic, time-sensitive environments while engaging with an international clientele and navigating complex duty-free regulations requires specialist skills and knowledge
Like many others during the pandemic, travel retail faced a loss of skilled personnel. Many of them have still not been replaced. With the high-pressure and high-speed nature of this industry, we cannot afford to be either short-staffed, or staffed by those without the right knowledge and skills.
Traditional retail training programs often emphasize standard sales techniques, basic customer service, and product knowledge. However, travel retail presents unique challenges that necessitate a tailored approach.
The modern travel retail salesperson must understand today’s international shopper, possessing insights into different traveller demographics, cultural expectations, and spending habits to deliver personalised interactions. They must not only understand duty-free and travel retail regulations, but be able to explain and leverage them to build trust and drives conversions.
And all of this must be done in a swift and timely manner, so the shopper is not nervous about missing their flight.
Does that sound like something a generic training programme can manage? At 2.0 & Partners, our Strategic Mystery Shopping teams see first-hand the dangers and pitfalls of not delivering this service. A failure to deliver is a failure of preparation.
A successful travel retail training program must extend beyond presentations and manuals. It requires immersive, hands-on learning to deliver rapid skill acquisition and retention.
A successful travel retail training program requires immersive, hands-on learning to deliver rapid skill acquisition and retention
Travel retail is a human industry, and it cannot be learned in a book. Our Customer eXperience Management team frequently see the benefits of deploying role-play and interactive scenarios, supporting physical training with digital platforms and rooting all of this in the cultural needs of the shopper.
Simply put, in the modern market, a one-size-fits-all approach is inadequate. The right training will lead to higher conversion, better engagement and stronger consumer loyalty. The right training approach will also elevate staff engagement, making the retail experience better for everyone.