Brands and Retail Theatre: A Bigger or Lesser Choice?
Last month Portland Design together with the influential travel retail blog trunblocked.com launched its inaugural webinar series: Future Airports: From Here to Where?
The remarkable line-up of speakers and panellists from both inside and outside the airport and travel retail industry shared their thoughts on the future of the sector and talk about growing the future asset values of airports.
Hosted by Moderator – Peter Marshall, TRUnblocked, our own Heidi Van Roon was joined by a stellar lineup of stakeholders from different disciplines and experiences surrounding airport and travel retail to discuss Brands and Retail Theatre.
Stewart Dryburgh, General Manager – Nestlé International Travel Retail
Jérôme Le Page, Marketing & Business Development Director – JC Decaux
Philip Handley, Executive Creative Director – Circle Square
Lewis Allen, Senior Director, Portland Design describes the group:
There is one common theme running through all the individuals. We think they have got something in their experience, in their vision, in their ideas, that is future-focused. They understand that future, they understand the opportunity for airports and travel retail, and they can suggest the right kind of changes to make revolution happen.
Of course, we have some very well-known people and very talented people from inside the business in our event line-up. But, importantly, there are also some fresh voices from domestic retail contributing to our event who are doing excellent things around the way brands and consumers are behaving now, reacting to those different behaviours and different mind-sets, and coming up with real, actionable solutions.
We are pleased to showcase Session 7: Brands and Retail Theatre – A Bigger or Lesser Choice
SPARK is a Sales and Promotions firm that partners with global brands and retailers to provide comprehensive recruitment and staffing services for luxury travel retail. Mid and post the COVID-19 pandemic, there is not a function on the shop floor that will be as strategic for the recovery as the sales function. The success of our work rests on our founding values for professional excellence, intelligent practices, strategic collaborations, and shared success.
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The roles of all customer-facing staff have become more important than ever. Market shifts that once spanned a decade have happened in six short months. The retail industry, and particularly luxury travel retail is undergoing an unprecedented revolution and we are at the very beginning of it. It is a time for retailers and brands to adapt to every customer-facing function. With retailers restructuring, the onus will be on brands to ensure a people-positive experience for their customers.
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Here we are, amid an industry crisis that is encountering unprecedented headwinds. In a few short months, the industry has experienced a setback that could not have been anticipated in degree and in kind. Metaphorically speaking, the headwinds are so strong, we need to pedal downhill just to stay on the bike and in the game. Physically, emotionally, socially, and professionally seemingly unsurmountable challenges loom large. Exhaustion, hunger, pain and delays will take their toll.
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There’s one thing you need to know about me: I love sales and I love people. What motivates me—what motivates everybody at SPARK —is discovering how an exceptional sales organization can create win-win-win outcomes for staff, retailers, brands and customers.