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ASIA PACIFIC. The Asia Pacific Travel Retail Association (APTRA) is set to trial its Responsible Retail Training Programme ahead of a wider roll-out across the region in July.
The web-based programme seeks to ensure that retailer staff at all levels are aware of responsible retailing practices including allowances, legislation affecting purchases and marketing policies on product categories including liquor.
The programme will implement the principles of the Code of Conduct for Alcohol Sales unveiled in 2012, and is intended to demonstrate to consumers and the wider community that the industry conducts itself in a law-abiding and ethical manner.
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Among the topics addressed by the programme are: why sales staff should care about the consumer’s perception of the industry; the obligations of the industry; how to identify travellers who require extra care from a welfare perspective; minimum age restrictions by country; advice on safe and effective sampling and tastings.
The scheme will be piloted at selected APTRA member retailers ahead of the July roll-out.
APTRA President Jaya Singh said: “It is essential that the duty free and travel retail industry continues to be perceived as a highly professional and caring business that behaves with absolute integrity. Our intention is clear, namely that all stakeholders in the alcohol business should be aligned on these principles.
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“Members of APTRA are acutely aware that integrity cuts across all categories and that any perception otherwise would damage the reputation of the industry. Such potential damage would have repercussions. One clear example would be the impact on our advocacy thrust. Any loss of integrity would damage efforts on this front.
“We encourage all stakeholders who are not currently members of APTRA to join as the code of conduct and the training programme are key platforms supporting our overall efforts. I commend the APTRA Responsible Retail Training Programme to all, both on the front line and in the control room. Ignorance of the key guidelines cannot be a defence for a potential lack of integrity ”
The programme has been created by the Australian training specialists Enmasse in collaboration with an APTRA sub-committee comprising retailers and liquor and wines suppliers.
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