Joy On Your Way
High Flyers – Creating Joy On Your Way
To mark the recent launch of Aer Rianta International’s new brand identity and expression (see previous page), the travel retailer has teamed up with The Moodie Davitt Report for a new column series exploring key dynamics that will drive the industry forward. In this first edition, ARI Chief Joy Ambassador Paula Pryor (also Global Learning and Development Manager) addresses the importance of a people-centric approach in travel retail and talks about bringing the new ARI brand to life.
What a journey we have been on, and this is only the beginning of its next leg at ARI. I couldn’t be prouder to have been asked to support the roll out of ARI’s new brand.
Everyone plays a role in ensuring joy is lived and breathed across our business. If we don’t believe in it and live it, how can we expect to create that joyful experience for our customers or partners and to stay relevant in a highly competitive market?
The engagement of our colleagues across all areas of our business has been a hugely important part of the development and roll-out of the new ARI brand strategic framework. From the discovery and research phase to conception and through to roll out, our colleagues have been involved every step of the way.
ARI Chief Joy Ambassador Paula Pryor
‘Joy On Your Way’, a new promise to consumers, partners and crucially, colleagues around the world (Cyprus Duty Free pictured)
Ahead of its official unveiling last month, our senior commercial teams travelled globally to brief our teams in advance. This was important to us as it embodies the brand values and behaviours that were developed as part of the framework. It ensured that our colleagues felt part of the journey, not just the destination. This runs much deeper than simply a logo change.
We can have the best strategies, the latest innovation, the finest brands, the best shop layouts… but without our people, how does any of this come to life? Our people are our greatest asset. They are the JOY; they are our living business.
At ARI, we don’t just make sure that the fundamentals of retail are right, we want them to be exceptional. With that in mind we support our people through extensive learning and development programmes. These programmes are designed to create a culture of inclusiveness and values-led, purpose-driven behaviours. We ensure that we support our teams to be the best that they can be.
“Joy is a fundamental part of what we do for our customers, but it’s just as important that we create joy for our teams.”
The best part of my role is working with and getting to know colleagues from so many different countries, cultures, and backgrounds. I learn something new from our wonderful colleagues every day. And this is what fills me with joy!
All our Learning & Development programmes revolve around the customer journey which we call ‘the 3Cs’ – Connecting Consulting and Concluding. Connecting with our customers, and that unique human connection we pride ourselves on as a business. Consulting with our customers, so we find them, the best products, or a special gift for a loved one. And finally, we ensure each experience is concluded with joy – sending a customer on their way with a beautiful product and a smile on their face.
Paula Pryor on how ARI is aiming to raise the ‘barometer of joy’ every day
Joy is a fundamental part of what we do for our customers, but it’s just as important that we create joy for our teams. We want to make sure that everyone feels welcomed and valued at ARI. The travel retail environment is so unique – we’re dealing with an incredibly diverse range of customers and operating on shift hours, all in what can be a high-pressured environment in an airport.
ARI – striving to deliver positive messages internally and externally
During recent training in Madeira (Portugal Duty Free), Hugo Carvalho, training partner and colleague told me how he felt that HPIs were just as important as KPIs. He then explained what he meant by HPIs – ‘happiness performance indicators’. And I couldn’t agree more.
As part of the roll out of ARI’s new brand and brand expression, Joy On Your Way, we want our Barometer of Joy to equally measure our ‘joy performance indicators’ for colleagues and customers. We’re serious about joy and holding ourselves accountable to delivering on this experience across the business.
With this new brand framework, we have a clear charter of what the ARI brand stands for and it demonstrates how we can work together with the single purpose of delivering on our company vision – to be the world’s favourite airport retailer and partner of choice.
I am so excited to see where this journey takes us.
#joyonyourway
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The Moodie Davitt eZine Issue 321 | 8 March 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com