Certificate in Duty Free and Travel Retail

Competencies Obtained

On completion of this course participants will be able to:

• Understand the key elements of the DF & TR industry, including its evolution, the key sales channels, emerging trends, and the concessionaire model.
• Describe the key regions, retailers, and brands and their share of sales
• Explain how changing consumer trends impact DF & TR – specifically Digital and Sustainability.
• Describe the profile, behaviour, and motivations of the DF & TR Shopper
• Define the key steps in the DF & TR customer journey.
• Identify the key components of, and how to optimize, the DF & TR customer experience.
• Apply the knowledge gained from the course to better engage with customers and drive sales across the journey.

Who Should Enrol?

• Retail sales professionals
• Individuals from brand and industry support organizations who are new to the industry or wish to further deepen their knowledge
• Commercial executives from the Aviation and Maritime industries
• Anyone wishing to develop their career in the DF & TR industry

Course Content

The Certificate in Duty Free and Travel Retail will cover the following topics:

1. Introduction to the Duty Free and Travel Retail Industry

• What is Duty Free and Travel Retail?
• The history and evolution of the industry
• The operating model used in DF & TR
• Key sales channels, regions, and retailers
• Core categories, leading brands, and suppliers
• Current industry trends, challenges, and opportunities
• Duty Free World Council (DFWC) – role, objectives, and the Professional Standards Framework for retail sales professionals

2. The Duty Free and Travel Retail Consumer

• The profile and behaviours of DF & TR customers
• How do DF & TR customers differ from domestic shoppers?
• Key drivers and barriers to purchase

3. Delivering the Best Customer Experience

• Key drivers of, and the impact retail professionals can have on, the DF & TR customer experience
• Global trends shaping customer expectations and their impact on DF & TR – with a specific focus on Digital and Sustainability
• The key stages of the customer journey and how to best communicate with customers and drive sales across the journey

Assessment

Each module of the course will include an integrated online assessment. Candidates must successfully complete all module assessments to receive a Certificate of Completion.