Beall will lead the development of the company’s new US Excellence Academy.

Travel retail consultancy 2.0 & Partners has appointed Cheryl Beall as Senior Partner and Brand & Training Ambassador, strengthening its focus on the American market and expanding its global training capabilities.

Beall will lead the development of the company’s new US Excellence Academy, designed to help frontline teams better understand the behaviours, expectations and service preferences of American travellers in travel retail environments.

Bringing decades of experience across luxury retail, training and customer service, Beall’s expertise will underpin the new programme, which forms part of 2.0 & Partners’ broader Cultural Academy portfolio. The initiative aims to equip retail teams with the skills needed to engage a rapidly evolving and high-value shopper demographic.

Her appointment also marks a strategic step in the company’s expansion into the United States, a key market within global travel retail, as it continues to grow its CXM (customer experience management) offering under its Measure. Train. Coach. framework.

Beall said: “I am delighted to be joining 2.0 & Partners and to be working with a team with such a passion for making a meaningful difference on the frontline of travel retail.

“Excellent service today is, without a doubt, focused on people. Truly great service is where one feels seen and heard, and I am a firm believer that meeting an engaging, interested team member not only increases the likelihood of a purchase today but also establishes loyalty for the future.”

The launch of the US Excellence Academy builds on previous regional initiatives, including programmes focused on Chinese, Middle Eastern and Indian traveller profiles, as the company continues to tailor training solutions to key shopper segments.

CEO Fabio Bernardini added: “We are thrilled to welcome Cheryl to the 2.0 & Partners team. Her appointment is an exciting moment as we continue to develop our business in the United States, and elevate our offer for partners who serve US shoppers around the world.”

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