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Sometimes stories can slip quietly under the radar when they actually deserve real prominence.
One such example was an initiative this week by French travel retailer Aelia, which organised a day themed ‘Journée Des Sens’ in France.
The concept brings together many of travel retail’s most successful fragrance and cosmetics brands with Aelia’s front-line sales staff – the people who can make or break a sale [a concept that lies at the heart of Christine Martin and TRT’s commendable Inflight Sales Person of the Year/ISPY Awards)
What a refreshing focus on the front line.
As Aelia Deputy CEO, Commercial and Marketing Ambroise Fondeur told us: “We are trying to bring added value to consumers through our staff, and their understanding of the products available.
“The purpose of today is to allow the [beauty] brands to meet our sales force, because ultimately they are the ones representing their products, and who are in contact with the final consumers.”
And listen to his conclusion: “Last year, the brands that performed best for us were the ones who were closest to the field. It’s what happens at that stage that really makes a difference.”
Bravo to that sentiment and bon courage to Aelia for putting the time and investment into an area where our industry still too often falls short.
