The Asia Pacific Travel Retail Association (APTRA) is set to launch a training initiative, which aims to benefit the consumer and the duty free and travel retail industry in the Asia Pacific region, by ensuring staff are well-versed in responsible retailing.

 

The Responsible Retail Training Programme (RRTP) is a web-based training package for staff at all levels of seniority who are working on the front line in airports, ferries and downtown duty free stores, says APTRA.

 

The RRTP is designed to implement the principles of the Self-regulatory Code of Conduct for Alcohol Sales, which APTRA unveiled in 2012.

 

“The objective is to ensure that staff members behave responsibly when selling alcohol in duty free & travel retail stores, respecting legislation relevant to that market, advising customers of exactly what they can and cannot purchase on their journey, and refraining from selling to passengers whose purchases may be seized by authorities during their onward journey,” says the association.

 

 

‘LAW-ABIDING AND ETHICAL’

“In so doing they will demonstrate to the consumer and to the wider community that the industry conducts itself in a law-abiding and ethical manner.”

 

Among the topics addressed by the RRTP are: why sales staff should care about the consumer’s perception of the industry; the obligations of the industry; how to identify travellers who require extra care from a welfare perspective; minimum age restrictions by country; helpful advice on safe and effective sampling and tastings.

 

A pilot programme of the RRTP will be run with staff at selected APTRA member retailers, after which the programme will be rolled out across the region from July.

 

The RRTP online training programme has been created by the Australian training specialists ‘Enmasse’ in close collaboration with an APTRA sub-committee comprising retailers and suppliers of wines and spirits.

 

 

‘HIGHLY PROFESSIONAL, CARING BUSINESS’

Jaya Singh, President APTRA: “It is essential that the duty free and travel retail industry continues to be perceived as a highly professional and caring business that behaves with absolute integrity.

 

“Our intention is clear, namely that all stakeholders in the alcohol business should be aligned on these principles. Members of APTRA are acutely aware that integrity cuts across all categories and that any perception otherwise would damage the reputation of the industry. Such potential damage would have repercussions. One clear example would be the impact on our advocacy thrust. Any loss of integrity would damage efforts on this front.

 

“We encourage all stakeholders who are not currently members of APTRA to join as the code of conduct and the training programme are key platforms supporting our overall efforts. I commend the APTRA Responsible Retail Training Programme to all, both on the front line and in the control room. Ignorance of the key guidelines cannot be a defence for a potential lack of integrity “