This book is all about the travel retail (think Airport Shopping, Duty Free / Tax Free). It is a world first for the Travel Retail industry.
Travel Retail has been my passion for almost 20 years. In this book, I share some of the tips, tricks and ideas that can help you drive retailer and brand performances further and faster. It shows you the shopper journey, the metrics to use and how to build stronger relationships with your stakeholders. The book highlights opportunities to transform our industry into a high performing culture. Whether you are starting your journey or are a Travel Retail veteran, you will find something to help you on your own journey in this amazing industry.
The book covers:
- Key Challenges In Travel Retail
- Key Metrics & Terminology
- The Shopper Journey
- Category Management
- Shopper Marketing
- Space Management
- The Future of Travel Retail
The text draws on experience from working within a travel retailer and in cross functional roles. It explains how retailers think about Travel Retail, Duty Free and Tax Free shopping. It also shows brands how best to communicate with the retail teams to get the best results.
Within the Future of Travel Retail, I share some ideas around how to optimise performance through the aggregation of marginal gains, the creation of new revenue streams and more.
Overall, the ambition of this book is to bring retailers and brands closer together for the benefit of all…. including the shopper.
Check out my Linkedin Profile here: Kevin Brocklebank | LinkedIn
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