CiR’s 10-year review of TR and plans for change

By Charlotte Turner |

Garry-CiR-leadCiR MD Garry Stasiulevicuis talks to Charlotte Turner Managing Editor of TRBusiness, about how the industry has changed in the ten years that Counter Intelligence Retail has been operating in travel retail. He also tells TRBusiness what greater transparency of data could really mean for the future of the channel.


10 years ago, just after setting up CiR and while working with Nestle ITR, (who was the company’s first client), CiR MD Garry Stasiulevicuis recognised that the channel was ‘missing’ a data-centric agency to help brands and retailers to grow their business.


“Having had the experience of various commercial roles in domestic markets with blue-chip brands and retailers, I knew there was an opportunity to create a service that focussed on a deep understanding of the shopper, combined with a sales analysis focus to help brands and retailers grow their business,” says Stasiulevicuis. “In simple terms, it was about pioneering the benefits of category management in travel retail.”


CiR MD Garry Stasiulevicuis talked to TRBusiness Managing Editor Charlotte Turner.


Stasiulevicuis says that back then, when he was new to the channel, he wasn’t prepared for the resistance in the market. “With few exceptions, I experienced retailers and brands working in isolation and in some cases ignorant bliss,” he says.


“10 years on, I’d like to think that CiR’s vision and approach has helped broker some of the amazing relationships that exist today. I’m proud that we’ve being able to help create some working relationships where a variety of data sources are being shared and used in joint business planning between brand leaders and the channels leading retailers.”


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