In a world shaped by technological advancements and online migration, ARI Global Head of Ecommerce & Innovation, Sarah Jane Lynch shares her insights on the evolving footprint that digital is leaving on the travel retail experience. Recognising this shift, ARI is investing in ecommerce platforms that aim to engage customers before they even reach the airport. Taken from a recent High Flyers’ column with The Moodie Davitt Report, Sarah Jane highlights three key digital touchpoints that are strengthening ARI’s retail proposition: Extended Range, Exclusive Experience and Enhanced Service.

There is no denying that the rate of change [in retail] has significantly accelerated in recent years due to extensive technological advances, coupled with a mass online migration during the pandemic. On the high street, heritage retailers and household names have shut physical outlets as consumers favour the convenience and range offered by online shopping. However digital should not simply be viewed as a threat to traditional travel retail – it’s an opportunity for us to enhance it and grow our offering.

When I joined ARI, digital was very much in its infancy in travel retail. Now it is a fundamental part of the shopping experience, and a cutting-edge digital presence is essential for any serious player in our industry.

In 2019, ARI invested significantly in upgrading its ecommerce platforms to a world-class standard, and we see these as an extension of our physical stores. Digital allows us to create a store window where customers can browse or shop before they reach the airport. It allows us to engage with our customers before they even step into our stores, extending our exceptional service outside the confines of the airport. We’re driving conversion, but most importantly, we’re reaching new customers.

Digital provides us with more opportunities than ever before and I’m excited to be a part of driving this retail innovation.

To find out more about ARI’s digital focus areas of Extended Range, Exclusive Experience and Enhanced Service, or to read the full article click here!