The new concept will be fully revealed for the first time at the upcoming Trinity Forum at the 2.0 & Partners booth.
Travel retail specialists 2.0 & Partners have unveiled a new framework designed to help frontline teams unlock the next level of service excellence in travel retail: Measure. Train. Coach.
As shopper expectations rise and operational environments become more complex, training alone is no longer enough. To be effective, it must be insight-led, performance-driven and continuously adapted to real conditions on the shop floor. Above all, it must be bespoke to the needs of each business, brand and location.
The Measure. Train. Coach. framework forms the backbone of 2.0 & Partners’ Customer eXperience Management (CXM) business suite.
2.0 & Partners’s operations are split across two business suites, CXM and Location & Brand Planning (LBP). Together these two business suites allow 2.0 & Partners to support stakeholders across the travel retail ecosystem, from strategy and brand placement to frontline execution.
The CXM framework begins with Measure, embedding data and observation at the heart of service improvement. Through its Strategic Mystery Shopping service, 2.0 & Partners analyses the real-time experience on the shop floor and across the airport journey, identifying critical pinchpoints that affect engagement, conversion and perception. This approach goes beyond surface-level assessment, allowing partners to drill down into specific issues and build a deeper understanding of what is truly happening in-store and across the airport environment.
Train is where data is transformed into frontline capability, with training informed by real operational realities, cultural nuances and performance results. Through the Retail Academy 2.0 and a growing portfolio of skill and shopper-specific Academy courses, 2.0 & Partners delivers structured, tailored training designed specifically for travel retail contexts. By anchoring learning in observed behaviour and live performance data, training becomes immediately relevant, practical and commercially impactful.
The final pillar, Coach, ensures that training does not end in the classroom. On-site coaching and mentoring take learning onto the shop floor, embedding new behaviours into daily execution. Coaching is shaped by what is actually happening in-store, focusing on solving emerging challenges, reinforcing standards and driving consistency over time. This continuous support ensures that service excellence is sustained, not sporadic.
Marco Passoni, Senior Executive VP, 2.0 & Partners, said: “Delivering an excellent customer experience begins in-house. Training is key, but it must be built on real-time, real-life insights, tailored to your business’s needs, and delivered in an accessible and continuous manner to meet the evolving demands of the store. Measure. Train. Coach. is a framework that ensures our services meet the specific needs of every partner. There are no one-size-fits-all solutions in travel retail, and a bespoke approach is the cornerstone of this framework.”
With Measure. Train. Coach., 2.0 & Partners reinforces its commitment to insight-led service excellence, providing travel retail stakeholders with a structured yet flexible framework to elevate frontline performance in an increasingly demanding global marketplace. The 2.0 & Partners team will be exhibiting at the upcoming Trinity Forum in Doha, where they will showcase the full scope of the Measure. Train. Coach. framework for delegates.