With operations in 63 countries, Dufry Management Ltd. has become a global travel retailer providing its customers with prestigious products from around the world. With shops located at airports, on cruise liners, at seaports and other tourist locations, Dufry relies on its professional sales and service experience to tailor its offerings to the local market.
Designed by Dufry’s Global Training and Development team collaborating with its Global Operations department, the company created a cultural change program, called Out In Front, to improve its sales and service performance and align organizational behaviors globally.
Beginning in 2012, the program was designed to equip each manager with the tools and techniques needed to manage people performance successfully in real time, on the shop floor. In doing so, Dufry wanted the program to help the company in achieving its primary goals of doubling its sales within four years and creating a standardized customer sales and service best practice.
With business units positioned across many diverse cultures and locations, all operating to different sales and service standards, it was crucial that each operation would operate to global standards. Dufry’s mission was to make sure that both employees and customers felt aligned to one experience specific to the company, setting it apart from its competitors.
In its first year, Out In Front achieved its goal of moving managers away from a tasked base role into a people manager role increasing its Supervisor Performance Evaluation scores to 43 percent in year one, 38 percent in year two and 64 percent in year three. Exceeding expectations, over a four-year period the new program has increased average ticket sales by 34 percent and sales and service standards by 37 percent.
For its efforts to use its training program, Out In Front, Dufry Management Ltd. is the 2016 Optimas Award Gold winner for Global Outlook.