In this edition ARI Head of Strategic Planning & CEO Business Manager Niamh Ahern delves into the company’s roadmap for driving innovation in the travel retail sector. She explores how ARI maximises its diverse global team to craft initiatives that consistently exceed customer expectations, delivering on the retailer’s ‘joy on your way’ ethos.
ARI’s mission is to not just meet the ordinary but to transcend it, continuously pushing the boundaries of what’s possible in travel retail. Since redefining our customer value proposition (CVP) in 2021, our team has dedicated the past few years to fine-tuning it, identifying areas of strength and opportunities for further innovation.
Our journey began with a strong foundation, leveraging ARI’s experience, its dynamic global presence and diverse expertise to consistently surpass customer expectations. We have successfully launched over 65 initiatives designed to deepen our connection with customers and enhance their experience through targeted consumer research and collaborative efforts across multiple workstreams worldwide.
However, resting on our laurels is not an option. We must raise the bar and seek out new opportunities. Moving forward, we have developed two pivotal initiatives to help us explore what lies beyond and enrich our CVP.
“Future Customer Strategy is not just about enhancing the customer experience but also about unlocking financial value by identifying untapped or underserved opportunities”
Firstly, this year we have launched an exciting ideation concept called Blue Sky Hub, which debuted in Dublin last year. We see it as an internal route to developing ideas that will take flight.
This involves a collaboration of great minds within our business – from retail operations, marketing, buying and various other departments – our colleagues come together to brainstorm ideas informed by customer validation research.
These sessions, conducted at both global and local levels, ensure we think big while relentlessly focusing on a hyper-local approach. The Hub has sparked dynamic and insightful ideation sessions, resulting in several new concepts and developments for our CVP that will be unveiled later this year.
The second initiative is focusing on a Future Customer Strategy to give us that in-depth customer lens. This is about mastering the present and strategically pre-empting and preparing better for the future.
ARI is refreshing its customer segmentation model and strategy in partnership with a global futures agency. This will help identify strategic opportunity spaces for each location, informing our evolving CVP.
Future Customer Strategy is not just about enhancing the customer experience but also about unlocking financial value by identifying untapped or underserved opportunities. The insights gained will guide us in making strategic decisions, increasing footfall and improving store design – ultimately boosting revenue and expanding our business.
Both initiatives represent our ongoing commitment to raising the bar, not merely keeping pace with industry trends and consumer expectations, but rather setting the standard.
We continue to evolve our CVP with the confidence that our existing foundation is incredibly strong. Yet in the spirit of ARI, we believe in looking beyond the ordinary. ✈
*This article first appeared in The Moodie Davitt eZine. Click here for access.
