The DFWC Academy

Setting the Duty Free and Travel Retail Standard
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The DFWC Academy
Setting the Duty Free and Travel Retail Standard

The DFWC Academy

About Us
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Certificate in Duty Free and Travel Retail

Certificate Course

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The Challenge

Duty Free and Travel Retail is a market which is unique and faces challenges different from those of its domestic competitors. These challenges range from increased security regulations, hand baggage restrictions, travel stress, lack of time and more ways to spend their money more than ever before. For our potential customers travel is their first priority and shopping is secondary. The increasing sophistication of online and domestic retailers mean that the competition for share of wallet is tougher than ever.

Introducing The DFWC Academy

Launching on the 13th of May

At The Asia Pacific Exhibition and Conference in Singapore

The DWFC Academy has been formed to support the industry in responding to these significant challenges by creating a learning institute for the industry that promotes professional industry standards and provides a platform to develop and motivate our high potential employees. The first initiative from the Academy is the Certificate in Duty Free and Travel Retail – the first online course which is globally accredited with CPD.


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Starting Sept 22nd 2019

Certificate in
Duty Free and Travel Retail

With the objective of increased staff retention and conversion rate of passenger to travel retail customer, the Certificate in Duty Free and Travel Retail is aimed at all sales professionals working in, or looking to, pursue a career in the Duty Free and Travel Retail industry. It will equip sales professionals with the knowledge and skills to advance and prosper in their career and to achieve a level of excellence in Duty Free and Travel Retail sales based on the DFWC set of industry professional standards.
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Certificate in Duty Free and Travel Retail
  • Duration
    Part-Time (12 Weeks)
  • Level
    Entry Level
  • Delivery
    Fully Online
  • Introductory Price
    €500 per student

Certificate Modules & Content

The Duty Free and Travel Retail Industry

Introduces the learner to the Duty Free and Travel Retail industry, its history, key players, current challenges and opportunities. Examines the role of the retail sales professional and introduces the DFWC industry professional standards.
  • An introduction to and history of travel retail
  • An overview of the industry and concession business model
  • Key retailers, suppliers and brands
  • Current industry challenges and opportunities
  • Travel Retail as a career and The DFWC industry professional standards

Driving Customer Engagement

Articulates the key difference between the travelling consumer and domestic consumers in terms of behaviours, barriers and drivers to purchase. In addition it defines the differences between consumers within the Duty Free and Travel Retail environment and how to adapt style to best engage these consumers.
  • The Duty Free and Travel Retail customer profile
  • Customer behaviour, motivations and expectations
  • Adapting customer service to different types of customer
  • Case study on converting passengers to shoppers

Delivering Excellence

Defines the key marketing and sales promotion techniques, introduces the principles of category management and merchandising and outlines customer service and selling techniques to deliver the optimal customer experience and revenue. It will also explore retail innovations and how they can best be applied in the learner’s own business.
  • Marketing, merchandising and category management
  • Customer service techniques that make shopping easier for Duty Free and Travel Retail customers
  • Selling tools and techniques that increase sales
  • The future of Duty Free and Travel Retail

Optional Mentors Guide

This module is designed as a guide for those mentoring students and it provides an overview to the course and highlights the role of the mentor in the development of the sales professional. The mentor’s module will also carry CPD points.
  • Introduction to the Certificate in Duty Free and Travel Retail
  • Improving sales, retaining staff and staff career development
  • The role of the “mentor”
  • Tracking progress – reports and feedback
  • Implementing knowledge into practice
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The Certificate Course is perfect for...

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Sales Professionals
Current sales professionals in retail and brand organisations or individuals who are interested in a future career in Duty Free and Travel Retail
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Duty Free and Travel Retail Suppliers and Brand Owners
Suppliers to the Duty Free and Travel Retail industry including support staff seeking a greater understanding of Duty Free and Travel Retail
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New Hires
This course can act as an on-boarding and sales development solution for HR departments to reward and recognise Duty Free and Travel Retail rising stars
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Employees in Other Functions
Employees in Duty Free and Travel functions who want to understand the retail environment. (Marketing, Finance, HR)

Course Assessment
& Delivery

During the course, the learner will be required to complete online tests and assessments to achieve certified qualification. These online assessments will cover all modules and will test their understanding of the course. Each module must be successfully completed before progression to the next module. The Certificate in Duty Free and Travel Retail is delivered online through our Learning Management System and will be available across all devices: laptop, pc, tablet, phone.
  • Access to video based lessons and training modules
  • Downloadable training resources
  • Quizzes & assignments following each course module
  • Links to relevant and useful industry research & resources
  • Recommended reading lists
  • Case studies
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This online course has been developed by The Institute of International Retail and their team of Duty Free and Travel Retail professionals and industry experts. It offers a qualification which is jointly certified by the DFWC Academy and the IIR. It is supported by the Academy Advisory Group and is fully accredited by the International Career and Professional Development Standards Office and allows anyone who completes the course to obtain globally recognised CPD credits/points. The primary aim of the DFWC Academy is to help raise standards in the industry by bringing academic accreditation to staff education, training and development activities globally. This certificate course is the first step in providing a career progression pathway for employees and will lead on to a further Diploma and Degree level. The Academy and its courses aim to drive standards in the industry and provide a clear way of measuring those standards.

Pricing & Enrollment

Course Start Date - Sept 22nd 2019

Introductory Offer

For a Limited Time Only
Individual Student
Certificate in Duty Free and Travel Retail
  • Full access to all modules & course materials
  • CPD Accreditation upon successful completion
  • Includes Mentors Guide

Group pricing available for retail businesses & suppliers. Register your interest for more information.

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