In the competitive landscape of travel retail, gaining an edge comes from more than just having the right products. Chief Commercial Officer and Deputy CEO Anthony Kenny explains the impact of a fresh approach to communicating value across our company’s global estate.

According to Anthony Kenny, Value has become an increasingly critical element of the customer experience. ARI’s value-centric strategy not only boosts the customer experience but also strengthens the company’s role as a key partner to airports and brands, helping drive revenue growth and enhancing the shopping experience for travellers worldwide.

Value is an essential part of our Customer Value Proposition here at ARI, but it’s about more than price. To us, value is a combination of savings, exclusive products, exceptional customer service and a strong sense of place – all enhanced by a seamless experience. This new value messaging strategy reflects our holistic view and commitment to raising the bar on how we engage with passengers.

The idea behind this initiative is simple but powerful: travellers are looking for great deals and an enjoyable shopping experience, yet studies indicate a disconnect in how they perceive duty-free value.

Research shows that over 52% of international travellers rank savings and value as the most important elements of their duty-free experience, yet price perception is still a leading barrier to purchase. Our goal is to bridge this gap by clearly showing customers the true value they can enjoy, starting with consistent, well-defined value areas in all locations and using signage that clearly highlights value against downtown prices

Our Team took a data-driven approach to this project, conducting more than 70 hours of face-to-face customer research, including floor walks and interviews across multiple locations. We also leveraged new AI tools to gain a deeper understanding of the customer’s perspective – seeing things through their eyes so we could structure our communications to ensure key messages resonate within the first 1.5 seconds

These insights helped the team identify specific challenges with value perception and refine our strategy to speak directly to customers in a way that connects. ARI has always prided itself on providing great value, now we are really working hard on communicating that value more effectively to our customers.

The project was rolled out in stages, with Dublin Airport Duty Free serving as a pilot location. The team restructured campaigns to make savings clear and compelling, using single price points and simplified messaging that highlight our genuine value offers. They also refreshed our colour palette to make key messages stand out. The early results are already positive, showing that this approach is resonating well with customers.

This commitment to value messaging is part of a broader commercial strategy designed to drive growth and deliver against ARI’s key objectives.

In addition to focusing on value we are progressing on several strategic initiatives, including the refurbishment plans for terminals 1 and 2 at Dublin Airport; refurbishment plans in Montreal; completing our refurbishments across all our locations in Portugal; advancing our ambitious 2025 ecommerce goals; and ensuring consistently engaged sales professionals across our locations who proactively connect with customers. These initiatives are just a few of many; at ARI, we’re always working to improve, never standing still in our pursuit of an enhanced customer experience.

One of our top priorities is creating an experience that feels unique to each airport location. It’s crucial that each of our stores has a sense of place. Travellers should feel connected to the culture and character of the destination, and we make sure our stores reflect that. By blending a unique local flavour with universal value messaging, we keep our offerings fresh, relevant and appealing to diverse audiences.

Focusing on value messaging is also about being a proactive partner to brands, who rely on duty-free channels to expand their reach and connect with customers from around the world. Our stores are a powerful platform for brands to grow and engage with an international audience. By communicating value effectively, we’re helping our brand partners increase visibility and drive sales, making these partnerships all the more rewarding.

The refined messaging framework introduced a series of ‘priority messaging pillars’ that guide all creative touchpoints in the stores. These pillars emphasise clear calls to action, helping customers quickly understand where to find the best deals. Our goal is to make shopping in our stores as effortless as possible. We want customers to feel they’re making informed choices and getting genuine value, without any guesswork.

We are now extending the benefits of this approach globally, aligning it with the evolving preferences of our diverse passenger base. Customer demographics and preferences are constantly evolving, and we’re adapting to meet those changes. Our focus is to deliver what customers expect – and more – so they’re always excited to shop with us.

The pandemic compelled the entire travel retail sector to pivot and re-evaluate customer expectations. Those expectations continue to evolve. Here at ARI, we’re committed to connecting with and understanding our customers on a deeper level, ensuring we’re not only prepared to meet their needs but are driven to exceed them. Projects like this are central to our commercial strategy, allowing us to deliver a strong, customer-led proposition that enhances both the customer experience and revenue growth.