‘Adapt & Survive’ series: Vimal Rai, Trace Consulting

By Andrew Pentol |

ADAPT-AND-SURVIVE-Vimal-Rai-460x306Vimal Rai, Founder and Managing Director of Trace Consulting Limited has highlighted two groups of people who will behave completely differently in the post Covid-19 era.

Trace, which stands for Travel Retail, Aviation, Customer Excellence, helps businesses within the travel retail and aviation space grow through strategic advice and operational execution.

In a revealing interview as part of the TRBusiness Adapt & Survive Skype video series, the former Inflight Sales Group Executive Director said: “There will be traditionalists who try to do things the same way and there will be those who are agile and implement strategies to prepare themselves for a new future.”

He added: “The traditionalists will continue to hope the Chinese travel, argue with landlords about rent and minimum annual guarantees, continue to operate terrible e-commerce websites and throw good money after bad advertising.”

The second group of people will be much more interesting, according to Rai, who conducted this interview from his home in Hong Kong. “I think they will strengthen digital expertise in-house and seriously adopt a more direct-to-market approach.

“They will cut out the unnecessary middlemen, invest in building stronger omnichannel capabilities and more importantly, invest in better understanding their customer and targeting them in a more relevant and effective manner.”


Rai then offered five tips to help people overcome problems facing them in the future. “The first thing you must do is focus on yourself. If you are an individual, then you focus on yourself and if you are business, you focus on the business. You also need to build a strong digital presence.”

He then advised people to build their own network. “We all know this in business because we do it face-to-face. We just forget to do it digitally.”

The third thing people must do is engage, according to Rai. “Whenever you meet someone, you talk to them and have a conversation. You also need to engage when it comes to digital.”

The penultimate tip was for people to create their own content which is relevant to their target audience, while the final call to action was to be ‘diligent and committed’ in everything they do.

He concluded: “Everybody tells me I am prolific on LinkedIn, but I am not. I just happen to post once or twice a day. I am very targeted, focused and pretty consistent.

“Consistency is more important than anything. It allows me to keep tabs on everyone, exponentially grow some of the networks I am building and most importantly, review and check if all the actions I have taken are worthwhile for me and my business.”

Adapt and Survive asks members of the travel retail industry community, often working from home, for their candid commentary on the constantly evolving Covid-19 pandemic.

The video series is a direct response to the industry’s critical need for direct, factual and analytical commentary and – in typical TRBusiness fashion – interprets clearly and concisely the challenges faced by travel retail during Covid-19.

To register your interest in the Adapt and Survive series, please contact one of the editorial team at the following addresses: [email protected][email protected][email protected].


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