DFWC Academy to deliver first certified course to students on 30 September

By Charlotte Turner |

Duty-Free-World-Council-DFWC-logo-leadFollowing the launch of the DFWCA (Duty Free World Council Academy) last May in Singapore, the association is delighted to announce that the development of its first course – Certificate Course in Duty Free & Travel Retail – is complete and delivery to the academy’s first students will begin on 30 September.


The DFWCA has partnered with Generation Research and its parent company Contineo Labs together with Swiss consumer insights expert, m1nd-set, working closely with them on the development of the course content.


Derek Hughes, Managing Director of IIR, will be hosting a DFWCA stand in Cannes, A1, Blue Village. Meetings can be booked with Hughes directly: [email protected].


As a result, the course will give students an in-depth understanding of the travel retail landscape, key category brand trends and industry development, says the DFWC.


“Leveraging m1nd-set’s bespoke segmentation model and consumer in-sights will enable the student to understand the travel retail consumer, particularly how they differ from the high street shopper and why they shop or don’t shop,” says the association.


“This knowledge can then be deployed by the student to create a consumer-led offer that will unlock revenue and deliver the best customer experience in their own business unit.”



Clara Susset, Travel Retail Research Director, m1nd-set.


The Academy expresses its gratitude to both organisations for their tremendous support and for actively working with us to ensure our courses are of unparalleled quality, both in terms of content and delivery, and truly industry focussed.


Speaking on behalf of m1nd-set, Clara Susset, Travel Retail Research Director says: “We are delighted to support the DFWC Academy.


“We are all dedicated to the same goal, raising standards in our industry to ensure the consumer enjoys the best possible experience in our stores.


“Our insights on the differences in behaviours between shoppers in a travel environment as opposed to on the high street and how sales-people should adapt their approach to achieve an optimum out-come are an integral part of the course with which we are proud to be associate.”


Contineo Labs’/Generation Research’s Alex Seret comments: “It is our pleasure to support the DFWC Academy in developing their Certificate course and to partner with them on future initiatives.


Frank O'Connell New

Frank O’Connell, DFWC President.


“Through sharing our market and category data, students will understand the leading brands and categories, and acquire an in-depth knowledge of the market and its key players. Academy students will have 12-month access to our recently-launched TR toolbox which will permit them to remain up to date on market changes as they happen.”


Frank O’Connell, DFWC President, says: “I have long believed in the need for an industry specific training body as being key to raising industry retail standards. It gives me great pleasure to see efforts coming to fruition with the DFWCA’s first course set to begin at the end of this month.


“The course has been developed and delivered by retail experts IIR, who have worked closely with travel retail experts and an Academic Advisory Group comprising leading brands and retailers in our industry.


“The addition of these partners, m1nd-set and Generation, has created a compelling proposition in terms of the mission of the Academy.  We express our gratitude to all our partners whose support is critical to delivering a world-class development course for employees in our industry. The shared vision and collaboration of our partners and advisors, who are all passionate about the delivery of world class service, to our travelling consumers is tremendous to see.”


For further information on the DFWCA accredited Certificate in Duty Free & Travel Retail Course, please visit www.iiretail.com or contact [email protected].


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