INTERNATIONAL. Ireland’s Minister of State for Higher Education Mary Mitchell O’Connor joined industry representatives at a special event at Dublin Airport on Monday to mark the creation of the Duty Free World Council (DFWC) Academy, and the enrolment of the initial student cohort. The event was hosted by DAA and Aer Rianta International (ARI).
As reported, the DFWC Academy launched the first Certificate course in Duty Free & Travel Retail, with the initial intake of online students from September. The DFWC aims to develop a set of professional global qualifications for staff working in the duty free & travel retail industry and has partnered with an Irish retail training company, The Institute of International Retail (IIR), to create and manage the Academy.
Course content has been developed with IIR alongside an Academic Advisory Board of leading travel retailers and brands: ARI, Dufry, Dubai Duty Free, Lagardère Travel Retail, L’Oréal, Mondelez and Brown-Forman. Financial support to begin the project has come to date from TFWA as well as Dufry and Dubai Duty Free.
The first Certificate course (the fee per participant is €500) runs for 12 months, offering access to video-based lessons and modules; downloadable training resources; assignments; case studies; recommended reading lists and links to industry research and other resources.
The course is accredited by the Continuing Professional Development (CPD) Standards Office. All graduates of the Academy will receive a qualification jointly awarded by the DFWC and IIR and accredited by CPD Standards Office.
Minister Mitchell O’Connor said it was fitting that the Academy had strong Irish connections, given that the airport duty free industry was born in Shannon in 1947. “Dr. Brendan O’Regan, whose idea it was to open a duty free shop at Shannon Airport, was one of the visionary leaders of Ireland’s economic development,” she said. “I’m thrilled that Ireland is still on the cutting edge of duty free today, through the DFWC Academy.”
She added: “Love for lifelong learning is what we are really talking about here and we need that in our professions and in our employees, to develop staff and grow our businesses.
“It’s not just about doing job, it is about people being loyal to companies where they want to work and to ensure the company’s success. That they buy in to what the company does is very important.”
Introducing the day, ARI Ireland General Manager Martin Carpenter said: “Duty free originated here in Ireland back in 1947 so it is fitting that another first for the industry should be held here. As a member of the Advisory Group, ARI has worked alongside other retailers and brands on the development of this course. Our team members that have been involved have responded very positively. Constantly raising standards is one of our priorities and this course will provide our team with additional tools to do so.”
IIR Managing Director Derek Hughes outlined the role and importance of the Academy, and noted that 22 companies had so far placed candidates in the programme.
He said: “Travel retail has a global workforce and this is a global academy. We have sign-ups from every continent, which is an achievement.
“The industry’s greatest asset is its people and we are proud to be supporting and recognising the global workforce, along with DFWC and CPD, creating a clear career path in the industry.
Sarah Branquinho, who was recently elected President of the DFWC, highlighted the emphasis the Council places on raising standards in the industry and the key role of the Academy.
She said: “The industry has thrived on increasing demand for travel but with our customers having access to other channels, not only when they travel, we need to not only offer a fantastic range of products and brands, but also to deliver exceptional customer experience to make our stores an unmissable destination and an integral part of the travel experience.
“We know from research conducted by m1nd-set that staff play a very significant role in delivering that experience and driving sales. In fact, 57% of consumers that visited duty free said that staff were a direct influence on their decision to purchase.”
“However,” she added, “we see a high turnover in staff partly as a result of often unsociable working hours; we need to create an environment to attract and develop high-quality staff.
“It is important to note that the Academy and its courses are not designed to replace in-house training programmes but rather to complement and build on these and work in tandem to deliver up-skilling and career development in what we hope will be seen as the gold standard across our industry.”
She acknowledged the leading role that outgoing President Frank O’Connell – who will continue to support the work of the Academy – played in its establishment (see interview below).
The DFWC and partners noted that because the channel is distinct from the domestic retail market, it demands its own standards and qualifications.
Speaking on behalf of TFWA, which has lent financial support to the Academy in its early phase, Managing Director John Rimmer said: “Selling to travellers is not the same as retailing on the High Street. If you look around you here at Dublin Airport, you’ll see people who have come from all four corners of the globe, all with different needs and expectations. Every sales person needs an understanding of what those needs and expectations are likely to be, and how best to satisfy them.
“This is a unique marketplace, with unique requirements of those who work within it. And that’s why we believe the DFWC Academy is such an important project. We at TFWA have been supporters of the initiative from day one because we believe it will complement and enhance the training programmes that brands, retailers and airports already undertake.
“It will help our industry to harness the human skills that are crucial in creating satisfied customers who will return to our stores again and again. It will help motivate sales staff and ensure we retain the best people. And ultimately we believe it will help airports to drive commercial revenue and ensure they have the capital they need to invest in their facilities and give their customers the best possible experience when they travel.”
He noted that brands are responding by committing to taking part in the programme. An example is Brown-Forman, which in future will induct all of its travel retail staff in the Academy.
Another leading brand, Mondelez World Travel Retail, was represented by Head of Global Sales Carlos Granados Moyano. He said: “We are proud to represent the market leader in confectionery in travel retail. Our task is impossible to accomplish without supporting and investing in people. This is how we can secure the future, combining the expertise of industry peers and achieving excellence in sales. We as members of the Advisory Board are excited about how the colleagues around the world can shape and advance their careers using this excellent institute of retail and with the world of retail experts.”
Another Advisory Board member, Dubai Duty Free, was represented by VP Human Resources Mona Al Ali. She said: “We are delighted to be a member because adding value and skills to our employees is important.
“The Academy has a specialist role in educating people, something that is not available anywhere else in the market. We take pride in starting this in Ireland, which is such a part of the history of the industry.
“Our people need to understand this and they need to understand the obstacles to selling in this market, which is totally different to retailing downtown. We will support the Academy with our experience.”
Amanda Rosewarne, Founder of the Professional Development Consortium offered an overview of the CPD programme and how it can fit with industries such as travel retail. She said that CPD was a commitment to continuous learning that is structured and recorded, and is a “cornerstone of professionalism” in any industry.
“People who receive continuous professional training perceive themselves to be more employable and have a greater sense of achievements in their jobs. We also see that it leads to higher profit margins for companies. It is important in any organisation to foster a positive learning culture.”
Other partners in attendance that have contributed to the work of the Academy included leading Higher Education institutes in Ireland, plus Generation, m1nd-set and DC Activ.
At the event, The Moodie Davitt Report President Dermot Davitt interviewed DFWC President Sarah Branquinho and previous President Frank O’Connell about the goals and progress of the Academy.
The Moodie Davitt Report: Tell us please about the genesis of this programme and what gap it aims to fill?
Frank O’Connell: For many years we have talked as an industry about training, people development and standards. There have been initiatives that have aimed to set standards, and it’s a question of how to implement those standards. The idea of an Academy was one that arose on the back of that thinking.
The background is that retention is a big issue; in some companies the churn is as high as 40%. This programme offers a better opportunity to retain people as it gives them a formal accreditation, and it breeds self-esteem and confidence. For people who have no qualifications that can be very important.
If companies recognise the accreditation process and qualifications, it’s a first step on the progression ladder for their staff. That encourages retention and continuous learning.
And if people do move in their jobs, the accreditation can be transferred as they are part of CPD.
What do you see as the major goals of the Academy?
Frank O’Connell: The idea is to create a set of minimum standards that we aspire to hit across the industry. We know that many retailers and brands do their own training and their standards may even go beyond what the Academy courses do – but this sets a level that is global. It begins with a Certificate, going on to Diploma and eventually we hope Degree level.
The establishment of standards went through a robust consultation process by the industry, and that led onto the Academy.
Importantly, it is online too so staff can work on their learning in their own time. It is very sophisticated; they can do webinars, exchange information between students, and there is a mentoring system built in too. So if a company can send 20 people on a course they can have a mentor that monitors progress on the platform.
How tailored is the content for the industry?
Frank O’Connell: It’s highly travel retail specific. We know that retail has core commonalities. But there are significant differences to the domestic market, including supply chain, the operating environment, regulations, customer behaviour, attitudes and psychology. The course tries to get this across to students and get them to understand the type of customers we’re dealing with. It also blends the practical and the academic.
Is it aimed at front line staff or people across industry organisations?
Sarah Branquinho: It’s a tool of course for staff on the front line but in time we foresee courses for middle and senior management. The big picture is that experts from the industry can become guests speakers and that their input and experience is passed on, reaching out to management through master classes, even at CEO level. That could be a development in future.
And it is not only for retail staff. We have had huge support from TFWA brand members for the Academy. The brands are often not focused in their training directly on travel retail and often people come in from the domestic market and don’t understand the channel, so this is one way to change that. The example of Brown-Forman to ensure all of their staff follow the course is very encouraging.
Also a lot of brands and retailers use agency staff, who have different approaches and qualifications. This is one way to get agency staff up to speed on the industry. We hope that this knowledge would eventually be one of the criteria for taking people from agencies, namely that they already know the industry.
How do you want to build awareness and support from the industry?
Sarah Branquinho: Some companies have embraced the course and that recommends itself to others. The first cohort of students will speak for themselves and they can tell a positive story to their peers and management.
We are also working with the regional trade associations to encourage them to spread the word.
Frank O’Connell: Some companies will wait to see how these early courses go before committing. It needs to hit a critical mass.
I’m convinced that staff themselves can do a job to convince their companies of its value. The more we hear from people who have done it, the more momentum it can take on.
What are the challenges in building the Academy into something sustainable?
Frank O’Connell: Funding is a challenge. We need to get 300 participants minimum for a break-even point, and really in the medium term and given industry size that should be doable, especially as it is all online. The reason we started with a certificate is that it is open to many staff; you cannot start at the top. We know the economics are challenging at the start and payback may not come for a year or two. Ultimately this can also be a potential revenue stream for the Council.
What does success look like in the near term?
Sarah Branquinho: Having a large number of satisfied students across many different sectors of the industry, and students who see the benefits of what they have learned and encourage others to take part. We want to see people taking part first, and then see that brought to bear inside their organisations.
We need to get the structure working properly, and this is where IIR have been fantastic. We have been blessed with input from many partners, from Generation to m1nd-set, media companies such as yours, TFWA, plus those retailers who have supported us in the Advisory Group.
More details on the DFWC Academy and the courses available can be found at www.dfworldcouncil.com, or contact director@iiretail.com or visit http://iiretail.com/
SELECTED IMAGES FROM THE DFWC ACADEMY LAUNCH DAY