The rebound of the travel retail industry will need to quickly embrace the increased customer expectation of a seamless, omnichannel experience where the customer determines how they interact with the brand.
A great example of bright minds and voices converging preparing for the post-COVID-19 recovery is the Trinity Initiative. This collaboration is an invitation for airports, retailers and brands to join in a conversation about the new commercial model.
On the demand side, the rebound will depend on the economy and customer confidence. Like a drastic plot change, the commercial model is shifting overnight. We are on that first page of a new chapter. What an amazing opportunity that history would award this writing to the members of the industry today.
To address the topic of post-pandemic consumer behaviour it is imperative to understand the last connecting point so that the line from A to B has purpose and context regardless of industry