Registration is now open for TRBusiness’ fourth TRConnect webinar, ‘Cross-cultural communications in a post-Covid context’, focusing on the importance of personalisation and differentiation when marketing to the many different consumer segments in travel retail, specifically in the post-Covid world. 

 

IN-DEPTH M1ND-SET DATA 

The webinar will include an initial scene-setting presentation from m1nd-set with the company Travel Retail Research Director, Clara Susset sharing exclusive insights on how consumers from different cultures and segments are planning to resume travel, how their shopping behaviour will change in the post-Covid context and how it may differ from segment to segment. The m1nd-set report will provide in-depth findings across regions, age, gender, travel type and income level segments.

The m1nd-set presentation will be followed by insights from Derek Hughes, CEO, Founder & Owner at IIR, who will offer practical recommendations on how to advise and train retail staff in the post Covid retail environment, taking into account the regional and cultural sensitivities, as well as the various other differences by segment.

 

IIR is the educational partner of the Duty Free World Council Academy and specialist provider of eLearning courses for the global travel retail industry. IIR’s insights will support industry stakeholders while they reopen duty free and travel retail shops.

RETRAINING STAFF IN A POST-COVID WORLD

The training will allow for a consistent global approach for return to work best practice guidelines. The overarching aim of the training is to restore consumer confidence to shop and manage the customer journey safely as international retail stores reopen. The insights presented during the webinar will provide a brief preview of how the training can be adapted to different regions and segments.

 

Brisbane Airport Corporation Retail Marketing Manager Consumer Marketing, Chloe Nguyen, will discuss how BAC has focused on the various cultural sensitivities and differences in its consumer marketing strategy over recent years and how it has adapted and continues to rethink its strategy on consumer marketing in the post-Covid context.

 

The airport has already acknowledged the need for a strategic rethink on its digital retail offer and recently launched a completely revamped e-commerce platform with the launch of BNE Marketplace.

 

FOCUS ON CULTURAL DIVERSITY

Nguyen will share how the airport has further enhanced the cultural diversity of its consumer marketing both through this online platform as well as through BAC’s overall strategy of customising communications to consumers from all regions.

 

Trevor Lee, who is Managing Director at TravConsult, an Australian consultancy specialising in Asian market insights for aviation, tourism and retail development, will discuss how marketing to different Asia Pacific cultures will change in the new normal and what cultural differences need to be taken into account.

 

TravConsult works with multiple businesses across the aviation and tourism industries including airports, hotels, casinos, attractions, resorts, shopping malls, retail, food & beverage and spas among others.

 

With more than 25 years’ experience across all sectors in the duty free channel – inflight, cruise and airport – and knowledge of different markets, regions and cultures throughout his career, John Garner, completes the robust speaker line-up to provide his unique perspective on the theme.

GARNER BRINGS 25 YEARS EXPERIENCE IN TRAVEL RETAIL

Garner, who is former DFASS (since renamed 3Sixty Duty Free) Deputy Chairman, will share his views on what needs to be done to gain customers’ confidence in the new post-Covid context, and how this needs to be done differently both by region – taking into account critical cultural differences – and by retail sector: cruise, inflight, airport.

                 

 

Registration for the webinar is now open. Click here to access the registration form.

The previous webinars in the TRConnect series, have attracted around 500 hundred attendees during each of the live broadcasts as well as several hundred unique views of the webinar recordings. The recordings can be found on TRBusiness.com here.

To enquire about partnership opportunities with TRBusiness and the TRConnect webinar series, please contact Nigel Hardy – [email protected], Ben Webb – [email protected] or Helen Chater – [email protected].