High Flyers Column
High Flyers – ARI’s Anthony Kenny on a people-centric approach and thinking afresh about the future
In this month’s High Flyers’ article in association with ARI, Deputy CEO and Chief Commercial Officer Anthony Kenny reflects on the Irish travel retailer’s journey to date, its values, principles and key strategic goals.
In the fast-paced realm of travel retail, being ahead of the curve is not just an advantage; it’s a necessity. Every day as the Chief Commercial Officer (CCO), and Deputy CEO at ARI, I’m reminded of our journey, from our heritage to our continued evolution and commitment to setting industry benchmarks.
At ARI, we have a legacy to uphold. Since we pioneered duty free in 1947, I personally believe we have set the gold standard thereafter. Our success across the globe stands testament to our partnership approach and our relentless drive for exceptional retail. Our global track record isn't just a point of pride at ARI; it's a clear reminder of our responsibility to innovate and lead.
Our vision at ARI is clear: to be the world's favourite airport retailer and partner of choice. It’s a vision born from passion—a passion for ensuring that every customer who enters our stores leaves with a joyful experience and that every partner we have, be that brand, airport, or financial, appreciates the value that ARI brings to the table.
‘Joy on your way’ – The ARI senior team of (from left) Global Head of Marketing Laura Toner, Deputy CEO Anthony Kenny, Global Marketing Manager Nicola Lindsay, Chief Joy Ambassador Paula Pryor and CEO Ray Hernan at the corporate rebranding launch in February 2023
A people-centric approach
At ARI, we're more than just a business; we are genuine relators, fostering long-lasting connections with people. It’s a real privilege to collaborate with some of the most renowned brands in the world, and to engage with the people that drive them. Just as importantly, we take pride in being a catalyst for growth, offering emerging brands a prominent platform in our stores to showcase their potential and stand shoulder-to-shoulder with the big players.
In today's shifting retail landscape, understanding and meeting evolving customer needs is paramount. It's our duty, and indeed our mission, to stay attuned to these shifts, always looking forward. Central to this is our Customer Value Proposition (CVP), the strategic beacon that guides our dedication to continuously improving at ARI, one that transcends being just a strategy; it's the essence of everything that we offer.
“Travel retail is, at its core, a people-centric industry”
Building on beauty: The launch of Charlotte Tilbury at Dublin Airport 2022
It has been well documented that as part of our recent brand refresh, we've adopted the new brand expression of 'joy on your way’. While others might tread a more generic path, at ARI, we value our authentic and emotional connection to our customers, and our CVP is the magic that makes our brand come alive – it’s therefore critical that we get it right. Travel retail is, at its core, a people-centric industry.
As an Executive team, we believe in driving that human, relatable environment not only for our customers but also within our own teams and partnerships, it is the foundation for nurturing our culture and indeed our success. The pandemic prompted a re-evaluation of our CVP.
We embarked on a rigorous research programme, leading to an updated proposition encapsulating ten key aspects, ranging from exceptional customer service to building a sustainable future. Our proactive approach has already seen the roll-out of over 80 initiatives across various global locations.
Bringing newness to the market: Launch day with the Portugal Duty Free Board of Directors in June 2022 and below, launching the new ARI brand to the Portugal Duty Free team in February 2023
While we're immensely proud of our existing CVP, we believe in its continuous refinement. It isn’t just about now; it’s been crafted for the future too. As customer needs change, we’re evolving with them. We are dynamic; incessantly questioning, learning and innovating. Drawing from an invaluable programme of customer insights, we're committed to a trajectory of consistent improvement, always keeping our finger on the pulse.
As expected, we are already in the midst of advancing several exciting initiatives, each promising to further our mission. Two strategic efforts, in particular, resonate with my vision for the future: the advancement of our digital strategy and a refresh of our customer strategy.
These initiatives will have a significant impact on the customer experience, our technological framework, and the overall airport offering, presenting us with new opportunity spaces that will only serve to inject vitality into our CVP, shaping its evolution in sync with the ever-shifting world of retail.
ARI North America celebrated its 25th anniversary in September 2023; joining management and staff to mark the occasion were Anthony Kenny (centre) and Chief Operations and Business Development Officer Nuno Amaral (centre right)
Looking forward
Further to that, I am particularly excited by a new global programme at ARI called ‘The Blue-Sky Hub’ which is our programme whereby great ideas ‘take flight’. Essentially, it’s the latest innovation phase of our CVP. The Blue-Sky Hub offers colleagues from across the world a platform to share transformative ideas to elevate the ARI customer experience. After all, the people who know our business best are those interacting daily with customers, brands and partners. This initiative celebrates and rewards their invaluable input.
My experiences to date have underscored the remarkable influence that ARI can exert on a business. Our most recent growth trajectory reinforces our ambition. We were thrilled to announce the opening of a new store at Vancouver Airport, which marks a significant milestone in our North American presence.
This is complemented by the recent opening of our world-class operations at Terminal A in Abu Dhabi Airport, a testament to our growing footprint in the Middle East.
In Europe, the launch of Portugal Duty Free in 2022 has proven a very successful business venture and has already started to redefine the travel retail experience with its cutting-edge design and bespoke offerings. Working with ANA Aeroportos de Portugal and VINCI Airports over the last year both in my role as CCO at ARI and Board member of PTDF (Portugal Duty-Free) is a recent reminder of what great people, great partnerships and a great business strategy can achieve.
Our CVP, in synergy with our brand, is the cornerstone of our commercial proposition. We are an ambitious company, hungry for growth, and I am excited by the prospects of many new business opportunities and partnerships in the future.
A moment to reflect
But, as I pause and look back on my journey with ARI, it’s not just the standout successes or big wins that come to mind. It’s the dedication of our teams across continents and the way we have consistently risen to the occasion to ensure we offer the very best to our partners and passengers.
Our collective efforts have painted a true story of success, one which we are very proud of. As we move forward, my focus remains on the customers we serve, the exceptional team behind every milestone, and the people with whom we’ve built such meaningful partnerships.
We are firmly committed to ensuring that when airports choose us, they choose an unparalleled experience for their passengers, every time. I am looking forward to more moments to celebrate and many, many more moments of ‘joy on your way’.
Diverse and inclusive: Anthony Kenny (second right) with the Global Marketing Team in September 2022
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The Moodie Davitt eZine
Issue 329 | 22 November 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