INTERNATIONAL. The Duty Free World Council (DFWC) has announced the first student cohort for the new DFWC Academy Certificate Course in Duty Free & Travel Retail will begin their studies on 30 September.
The Academy has partnered with Generation Research, its parent company Contineo Labs and Swiss research agency m1nd-set to develop the course content. As a result, the course will give students an in-depth understanding of the travel retail landscape, brand trends and the latest industry developments.
Leveraging m1nd-set’s bespoke segmentation model and consumer insights, students will be able to understand the travel retail consumer, how they differ from the domestic shopper and why they do or don’t shop, the DFWC said.
M1nd-set Travel Retail Research Director Clara Susset said: “We are delighted to support the DFWC Academy. We are all dedicated to the same goal, raising standards in our industry to ensure the consumer enjoys the best possible experience in our stores. Our insights on the differences in behaviours between shoppers in a travel environment, as opposed to on the high street, and how salespeople should adapt their approach to achieve an optimum outcome are an integral part of the course with which we are proud to be associated.”
Contineo Labs Owner & Director Alex Seret added: “Through sharing our market and category data, students will understand the leading brands and categories, and acquire an in-depth knowledge of the market and its key players. Academy students will have 12-month access to our recently-launched travel retail toolbox which will permit them to remain up to date on market changes as they happen.”
Expressing his gratitude to the new partners, DFWC President Frank O’Connell said: “The addition of these partners has created a compelling proposition in terms of the mission of the Academy.”
As reported, the DFWC is aiming through the new course to develop a set of professional global qualifications for staff working in the duty free & travel retail industry.
O’Connell added: “I have long believed in the need for an industry-specific training body as being key to raising industry retail standards. It gives me great pleasure to see efforts coming to fruition with the DFWC Academy’s first course set to begin at the end of this month.
“The course has been developed and delivered by retail experts IIR, who have worked closely with travel retail experts and an academic advisory group comprising leading brands and retailers in our industry.”
The course has been developed by and will be delivered by retail experts IIR, whose Managing Director, Derek Hughes, will be hosting the DFWC Academy stand at the TFWA World Exhibition in Cannes (Blue Village, F7).
