INTERNATIONAL. This instalment in the ‘All Eyes on…’ communication series, presented by the sunglasses suppliers behind the annual Sunglasses Workshop and Awards, recognises the PAC (Phoenicia Aer Rianta Company) sunglasses sales team.

PAC operates Beirut Duty Free and manages 96sq m of dedicated sunglasses retail space at Beirut Rafic Hariri International Airport in Lebanon.

From left to right: DFS Group’s Audrey Fitte (2017 winner), PAC Business Development Manager Lynn Zeidan and Essilor Director of Regional Sales and Global Trade Marketing Lucia Saracino

The company was named Best Dedicated Sunglasses Team at the 2018 Sunglasses Awards. (This is the third in a six-part review of 2018 winners).

The Beirut Duty Free team of 12 expert sales staff have been central to the category’s stellar performance in recent years. With an average of four years’ experience in the sunglasses category, this team combines in-depth product knowledge and expertise with commitment and passion for the art of sunglasses selling and customer service.

At the 2018 Sunglasses Awards, PAC was recognised for its strong focus on training, which sees each team member given at least two specialised training sessions per year by each supplier, alongside frequent customer service training by Beirut Duty Free’s in-house training manager.

The team consistently reaches challenging monthly sales targets which reward both personal and team achievements, while individual members routinely win sales awards within the wider business.

Above and below: Members of the PAC Beirut Duty Free team

The team grew the average transaction value by +2% in 2018 as compared to 2017, and were able to effectively capitalise on promotional activities. During high profile promotional activities, the team was driven to push new brands by cross-selling and upselling, routinely delivering an upturn in sales that exceeded targets by an average of +75% – three times that of regular sales.

“This award is tribute to the dedication and expertise of our amazing sunglasses team,” said PAC Business Development Manager Lynn Zeidan. “Sunglasses is a strategic growth-driver for our business, so it is vital that our frontline staff are able to make our aspirations a reality and deliver the best possible sunglasses experience for our customers.”

Essilor Director of Regional Sales and Global Trade Marketing Lucia Saracino commented: “In such a specialist category, a huge amount of responsibility for performance rides on sales staff and the support structures retailers put in place to empower them. The impressive results delivered by PAC Beirut Duty Free in the sunglasses category are a reflection of its commitment to individual development and first-class customer service.”

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