A flexible approach: The importance of staffing in travel retail’s new normal – DFNIonline.com

Fears that shoppers in travel retail would shy away from interacting with staff in-store, making the role of brand ambassadors all but redundant in the new normal, have not come to pass.

Figures published earlier this year by m1nd-set and the European Travel Retail Confederation showed that 64% of European travelling shoppers will continue to engage with staff and 67% will continue to try products.

The experience of those on the front line is even more emphatic.

People are almost seeking out that human connection, says Blackjack Retail & Brand Director Leanne Nutter.

You can see people coming in and seeking out that human engagement.

Ethos Farm Founder & CEO Sally Alington echoes the suggestion that a more flexible, cross-category approach is needed for the future of travel retail.

There could be some fun discussions between retailers and brands about how we can tackle this differently, she says.

To discover the future of staffing for travel retail, read the full interview here.

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A flexible approach: The importance of staffing in travel retail's new normal - DFNIonline.com