Ethos Farm to launch role of ‘Category Specialists’ for inflight retail channel

By Charlotte Turner |


Christine Martin, Business Development Director at Ethos Farm.

Ethos Farm the Customer and Employee experience experts will launch the role of on-board Category Specialists at a workshop which will take place on the afternoon of Tuesday 21 January, at Virgin Atlantic Airways, The Base, near Gatwick Airport.


Inflight retail stakeholders will have the opportunity to discuss the benefits and challenges of this new role and hopefully adopt it as a channel-wide initiative, says the company.


Commenting on this exciting new development, Christine Martin, Business Development Director at Ethos Farm commented: “We all know that inflight retail has been losing market share year-on-year for quite some time and it is in need of innovative thinking to turn the tide.



Ethos Farm was launched in 2017.

“Standard commercial models have been described as ‘in need of reform’ and although it is not in our gift to make these changes, our business is well positioned to propose pioneering new frameworks that give crew the tools, knowledge and the incentive to really make a difference in terms of unit sales, NPS and their own earnings.


“This will require the buy-in of all stakeholders to make the role of Category Specialist cost effective to implement and potentially drive triple digit growth.


“Technology will play a major part in the success of the role of Category Specialists and as well as it being a vehicle to get category, brand and product information to the crew, it will also enable us to effortlessly capture sales data.”


Launched in 2017, Ethos Farm specialises in workforce engagement through its training an technology offerings. It is also becoming prominent in travel retail in regard to people strategies, education and innovation.


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