Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Partnerships that give brands the chance to personalise the POS are key
By Faye Bartle |
DPT Antwerp is telling its story of being a sterling silver jewellery brand featuring natural diamonds via strategic merchandising and interactive elements such as QR codes, which shoppers can scan to find out more.
Talking to Gen Z in travel retail “isn’t easy”, the company’s CEO Edward Verté, told us, but DPT Antwerp caters to multiple generations with its timeless styles that go the distance.
“The biggest way that brands and retailers can work together, especially in our space, is to allow as much as possible, an aspect of personalisation,” said Verté.
“Of course, it’s impossible to allow a brand to always build its full story – it’s CapEx -wise and space-wise very difficult. But there are ways to really allow a brand to tell its story more.”
Utilising colour codes is just one example of this, which is how DPT designed its showcase at the 2026 TFWA World Exhibition in Cannes, where this video interview was filmed.
Verté also goes onto talk about the untapped potential of AI for stakeholders in the channel. Hit play to hear what he has to say…
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