The tech covers the commercial process built on six key pillars: planning, design, research, selling, execution and learning. Each pillar can be customised and integrated by the individual client, depending on their specific business need.
This unique suite of tech tools is first-to-market in TR. This, combined with our approach of merging such cutting edge technology with insight, brings new thinking and a fresh approach to address the historical TR issues of low footfall and conversion. Simply put, we provide a tech-based platform that allows for the capture of greater intelligence to better understand and decode what engages and drives greater purchasing behaviour of travellers who, as we know, are better connected and more informed during their integrated shopper journey.
PM: So how, then, would you define your USP?
AB: It’s our ability to provide a unique, end-to-end suite of services, with differentiated and cost effective disruptive solutions that leverage new tech with effective insight and intelligence. And the result? To drive purchase and increased shopper conversion for retailers, brands and airports.
PM: As you said, there are six pillars to your business. What’s the rationale for them?
AB: The six pillars are built on the foundation of advance technology centred on VR/AR and an ecosystem of digitalised, integrated 3D apps. The pillars support and facilitate the ability for clients to access greater intelligence, understanding and better insight into what drives purchasing behaviour and, in tandem, greater conversion across different integrated touch points on the shopper journey.
The scope and expansive reach of the pillars across the commercial process is from understanding and measuring the impact of new store design, through to store compliance on merchandise execution, to skill set and knowledge development of in-market retail sales and operations teams.
PM: How will the important tie-in with m1nd-set actually operate?
AB: Basically it’s a strategic collaboration between both companies, utilising collective resource, associated competencies in tech and research in order to offer clients an integrated, tech-based solution beyond traditional traveller and shopper-based research.
PM: Do you want your prospective clients to buy into the whole package so that dcGTR is the go-to, one-stop-shop for leveraging greater sales? Or can they cherry pick any individual element of your six pillar offering?
AB: No one size fits all, Peter. As different clients have different needs, depending on their individual business dynamics. The beauty of the tech across the six commercial pillars is that it can be customised per individual pillar or integrated across several different pillars in the commercial process, again depending on the client business needs.
PM: I think the app is a strong plus for you. How much importance do you place behind this?
AB: The ecosystem of B2B digital apps and associated playbooks are a positive disruptor to how retailers and brands manage their international operations across the pillars of selling-execution-learning. A great example of this is the mobile LEGO Retail Academy Learning app, designed for both their Domestic and Travel Retail stores, which ensures consistency of in-store execution and delivery of a great shopper brand experience in a LEGO store across their global business.
