Twice-monthly activity aims to foster better retail engagement and sales
SAVE Group has appointed specialist travel retail consultancy, 2.0 & Partners, to help improve the retail, F&B and services offer at Venice Marco Polo Airport through a ‘mystery shopping’ exercise.
From September, London-based 2.0 & Partners will run the detailed programme twice a month for a year, after which time a competition will be held. All commercial outlets at the airport will be reviewed – this will be approximately 50 points-of-sale, including 10 that are of a non-assisted nature.
The aim of the exercise is to evaluate the commercial skills, attitudes and approaches that jointly create the passenger retail experience. These will be measured against the standards Venice Marco Polo Airport is looking to uphold or exceed.
“At the end of the programme, there will be a contest concerning all the aspects that were considered during the mystery shopping exercise,” said Mauro Corigliano, Head of Training, Coaching and Mystery Shopping Activity at 2.0 & Partners. “We will be focused on store visuals including merchandising, the fluidity of the sales process and nuances of travel selling, and the general customer experience. From all of these inputs we will select an overall winner.”
Corigliano added: “This process will allow us to constructively find weak points in the commercial offer and strengthen them. This could also be a starting point for training initiatives as one possible solution.”
A multi-ethnic and multicultural approach
The mystery team at 2.0 & Partners is multi-ethnic and multicultural and operates internationally with programmes tailored to specific travel retail environments.
Their aim is to review objectively – and in great detail – the whole selling process, taking into consideration customers’ cultural differences and personal approaches.
Some key factors that are analysed are: dwell times based on flight schedules and connections; the management of ‘anxiety states’ of potential shoppers; and the specific needs and desires of multicultural travellers.
SAVE Group is focused principally on developing the infrastructures and route network of the Venice-Treviso airport system. In 2017 Venice processed more than 10 million passengers making it the fourth busiest airport in Italy, while Treviso handled a further 3 million. Both airports had high growth last year.