ARI Column
Meeting the evolving needs of the customer
In this latest column in partnership with ARI, Global Head of Beauty Deirdre Devaney discusses how the leading travel retailer has mastered great ranges and tailored gifting through being innovative, agile and creating strong human connection to future-proof their global network for years to come.
In the world of travel, and during the many journeys of our consumers, we know that duty-free shopping offers the opportunity to create great joy, excitement and a much-needed distraction from what can often be the stresses of the airport experience.
At ARI, we are pioneers of duty free, having established over 75 years’ experience in bringing the very best product offering and great value to our customers. One of our key priorities is our continuous commitment to delivering an exceptional range of products and embracing the art of gifting, thereby enriching the traveller’s experience and creating lasting and memorable connections and experiences worldwide.
Deirdre Devaney: Diverse choice a vital element in ensuring consumer satisfaction
The power of range: expanding horizons
At ARI, we embrace and acknowledge that our customers have unique tastes and preferences and, therefore, our success hinges on providing a range of products that surpass expectations and resonate with the global traveller. We never cut corners; whether it’s luxury brands, local treasures or travel retail-exclusive collections, ARI’s extensive range ensures that every one of our customers finds something special.
Our extensive ranges offer a diverse choice for travellers, for all price points. Our model of having local buyers in every location ensures that we can tailor our range and assortment for each region, directed by people who are living in the location and understand the local culture and passenger profile.
“As our customer passes through our stores on their journey, we know that gifting is an important purpose for them and that selecting gifts is more than just a transaction”
Further to that, at ARI we can leverage the expertise and oversight that come with having a global view and portfolio as well. We work closely with our insights team and dedicate a lot of time and investment into using our global oversight aligned with the local knowledge, to ensure the range mix is most appropriate for each location.
Through strategic collaborations with our brand partners and a keen understanding of market trends led by our insights, ARI anticipates the evolving needs of our customers and adapts our offering to suit emerging trends, and consumer preference, to provide the best and most optimal range in all our stores.
Beauty hits the heights in range, offer and store environment at Bahrain Duty Free
The art of gifting: cultivating connections
As our customer passes through our stores on their journey, we know that gifting is an important purpose for them and that selecting gifts is more than just a transaction. It represents the bond and connection between people, and at ARI we understand the importance of making that experience an enjoyable one. We ensure that our offering includes a wide range of options suitable for anyone, even for self-gifting. Whether it’s a small present, a gesture for someone special or a memento of your visit to a particular country, ARI’s carefully selected gifts and travel retail exclusives offer the perfect solution to our customers’ needs.
Regional rapport: Heart of Arabia at Abu Dhabi Duty Free
It is a key priority for us in each location that we identify spaces within every store to present a relevant gifting edit to suit that customer profile. In addition, we know that many customers prefer to receive support when choosing gift items, so personal sales engagement from our colleagues to help with information and education on brands is key, alongside other important elements of gifting such as packaging and personalisation.
On-counter technology is something that is certainly gathering momentum, so working closely with our brand partners allows us to bring the latest digital innovations to our customers, such as makeup or sunglasses virtual try-ons. Through those close collaborations, we can create opportunities to excite and delight travellers with highly engaging customer experiences all tailored to their needs.
We have worked with our airport partners to create opportunities for trial through gifting pop-ups in various locations. These innovations allow us to remain agile and responsive to customer demands and to the latest trends in each location worldwide.
Mastering service: A Dior activation at Montreal Duty Free
Driving global duty-free excellence
As part of our wider Customer Value Proposition, at ARI we know that success hinges not only on the products and ranges offered but also on the experiences created. ARI understands this dynamic, and we have established ourselves as experts in our field, ensuring we provide great value, highly sought-after ranges and superb gifting in our stores.
In conclusion, the importance of great range and gifting in ARI’s travel retail offering is unwavering and fundamental to our success. Through our close relationships with our partners, both brands and airports, we aim to maximise the opportunities that retailing in an airport environment brings, while equally being acutely aware that space is at a premium.
By prioritising great value for our customers, along with range, innovation and exceptional customer experiences, we continue to enhance our offering in this dynamic world of travel retail, delivering joy and providing enriching experiences one journey at a time.
Partner’s message
The Moodie Davitt eZine
Issue 334 | 12 May 2024
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