Global travel retail service provider One Red Kite aims to show the value of outsourcing business processes to potential partners at the inaugural Moodie Davitt Virtual Travel Retail Expo.
The UK-based company, founded by husband-and-wife team Kevin and Jilly Brocklebank, is a Gold Partner at the event.
One Red Kite specialises in support services – data management, recruitment and retail excellence – and aims to show potential clients the value of outsourcing tasks which could be distracting them from what they do best.
One Red Kite Founder & Managing Director Kevin Brocklebank said: “At One Red Kite, we play a vital role supporting global brands within the travel retail industry and we are delighted to be supporting the Moodie Davitt Virtual Travel Retail Expo.
“This event is such an innovative way to enable us to showcase our services and demonstrate how we have set the standard for industry best practice. We are also delighted to have the opportunity to share our Diamond Model Recovery Plan that highlights a completely new perspective on re-engineering travel retail for the new era of ‘new normal’.
“We look forward to sharing this with all the delegates at the Virtual Expo’s Engagement Lounge event in October.”
One Red Kite’s name was inspired after Kevin Brocklebank noticed a project in Outer London to re-introduce the Red Kite bird of prey.
“We were looking for the right name,” Brocklebank said. “We wanted the company to stand out, to be different, and the red kite is what we are all about. While few may recognise an image of the bird it was clear this could translate into a flying kite. “Sometimes, I believe, you need things to be super simple.” |
The bird’s traits include efficiency, an ability to ride the thermals and to zero in on important things, namely its food.Brocklebank said the company has proven itself to be invaluable to global businesses in travel retail. “And we aim to show potential clients at the Virtual Travel Retail Expo the value of outsourcing tasks that distract them from what they do best.”
“Do Hiring Managers want to be sifting through CV’s, contacting potential candidates and managing the process end to end? No. Should Key Account Managers spend time making sense of complicated data in many different formats? No.
“Do Regional Managers have time to assess the real service levels that are being delivered in store? No.”
Through data management, One Red Kite collaborates with brands to help them turn various forms of data into information that is simple and easy-to-use. “We have proven that better data leads to better decisions and better results. By working in partnership with our clients, we add true value and the feedback we get from clients is always glowing” Brocklebank said.
As a data partner, One Red Kite aims to handle tasks which distract clients from things that will drive sales and/or profitability.
Brocklebank claims Red Kite Recruitment has “re-invented recruitment for travel retail”. His wife and partner, Jilly, has used her experience as Resourcing Manager at World Duty Free, and 20 years’ experience in the beauty industry, to source talent across all categories.
“Recruiting in to travel retail is a pleasure,” she said. “I can talk about the reality of the industry having worked within it for such a long time and really engage with the right candidates – it is so rewarding to see them flourish in their new roles.”
According to Kevin Brocklebank, the company’s Retail Excellence service evaluates the “difference between what senior management think is happening in-store compared to the reality”.
“There has been a distinct gap between the two,” he added. “We do this by creating a bespoke mystery shopping approach that is very much aligned with our clients’ needs.”
The mystery shopping team members gather insights from in-store experiences. “A tick-box exercise this is not,” Brocklebank added. “We have a devised an approach that generates highly valuable insights that identify weaknesses and highlight opportunities to close the gap.”
Discretion, he said, is key to the team’s success. Its members have never been identified as mystery shoppers.
In a market as challenging as that of today, just how is One Red Kite standing out from its competitors?
“Like any business, budget holders need to know that their money is being well spent. Our approach has led to our clients ending contracts with huge global service providers to work with us.
“Taking a step to move away from an existing provider can be a bold step for some, however bad the service they have been receiving. Once they take that step and move to us, our customers are delighted with the work we do, and have described it as game changing. If you provide a service, do it well and deliver value.”
Brocklebank said One Red Kite aims to deliver excellence to its customers but “it is never about the money; we never cut corners in what we do”.
“We offer excellent value and a high-quality service because our team is all about the service delivery and meeting and exceeding our customers’ expectations.”
He underlined the importance of the right ‘fit’ in One Red Kite’s approach to its business. “There are a number of potential clients that we would love to work with; however, ‘fit’ is really important to us. We want to partner with global clients in a positive and productive way to help them drive their business.
“We are talking to customers across all the major channels in all the major regions. Being based in the UK works well as we can be in communication with all the major travel retail hubs around the world within a working day.”
“It sometimes feels like we are moving forward then back. Recovery is going to take time for everyone dependent upon how the pandemic can be controlled and managed. The key driver for travel retail is going to be consumer confidence.”
Considering the impact of the COVID-19 pandemic on the wider industry, Brocklebank said his company is encouraged by the emerging ‘green shoots’ from various countries.
“It sometimes feels like we are moving forward then back. Recovery is going to take time for everyone dependent upon how the pandemic can be controlled and managed. The key driver for travel retail is going to be consumer confidence.
“From a safety perspective, passengers must have faith that their journey is going to be as safe as possible. Every touch point from public transport, to the airport experience, to the airline or cruise ship must be considered.
“Tough times build resilience and this has been the most testing time ever. The positive element is that everyone has gone through this together”
“All parties need to collaborate to ensure that passengers receive a safe, seamless experience; then they will have the confidence to shop. We all have to be patient; a sustainable recovery in travel retail is going to take time but most of us have adapted to the new normal.”
Brocklebank believes the industry can and must engage with customers and emphasised the importance of creating innovative ways to attract customers to shop.
“Brands will be reviewing what passengers can do, and what they are no longer able to do. So, make up applications and trying out lipsticks aren’t going to be on offer but the use of technology will help customers to select products.”
Brocklebank cited MAC’s Virtual Try On tool, which lets customers ‘try on’ over 200 shades of foundation from a handheld device, as an example.
“Brands and retailers will be adapting their teams to the new normal. With additional training and guidance on how best to serve customers, the use of technology can be brought in at every point,” he said.
“Tough times build resilience and this has been the most testing time ever. The positive element is that everyone has gone through this together. It is starting to break down barriers, it has opened up channels of communication and opportunities have been sought as a cohesive group.
“This can only be good for the channel despite the short term pain the industry is in right now. In the future, we hope the cohesive approach will continue. We hope that every stakeholder now recognises the importance of every passenger travelling through the terminals. The interdependencies are clear.”
Like so many in the industry, One Red Kite adapted its operation during lockdown and COVID-19 restrictions to include online meetings and training sessions.
“We have built a solid foundation for growth and have a dedicated, customer-centric team which continues to deliver every day. We have used our time to come through this better and stronger than ever before and for those businesses that need capable, friendly and reliable support, One Red Kite is ready to help,” Brocklebank concluded.
