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Female fashion and accessories brand Desigual has launched a global travel retail training programme, on its “Sale is Cool” retailing approach.
Specially developed for Desigual’s travel retail store managers worldwide, the training programme comprised two-day seminars tailored to the different regions, beginning with the Americas in March and followed by Europe, Middle East & Africa (EMEA) in May.
With a focus on the spring/summer 2016 ‘Learn’ collection, the seminars allowed store managers to inspire their sales force teams to deliver a fun and engaging in-store experience, with a customised service strategy for global shoppers and air passengers embodying the values of the Desigual brand.
The first seminar was held in March at the InterContinental Miami, where store managers from Hudson Group, Master ConcessionAir, Lagardère Travel Retail and World Duty Free witnessed insightful sessions with the Desigual travel-retail team, led by head of Travel Retail Marco Gadola.
The main theme of the seminar was the “Sale is Cool” concept – a five-step customer service process that forms the backbone of the Desigual way of selling. Store managers were also educated about the spring/summer 2016 line and the use of key visual merchandising and trade marketing tools to bring the collection’s freshness and originality, as well as the brand’s positivism philosophy, to life in-store.
The store managers then had the opportunity to put these lessons to practice at the 992sqft Desigual store at Miami International airport, operated by World Duty Free in partnership with Master ConcessionAir. The seminar wrapped up with a boat tour around the Miami islands with a view of famous celebrity homes, offering a fun team-bonding activity for participants after two intensive days of training.
In the EMEA-focused seminar held earlier this month, Desigual invited store managers from Aelia Duty Free and World Duty Free to its headquarters in Barcelona for a special cultural immersion experience.