In the tapestry of travel retail, few threads are as vibrant and central as customer centricity—a principle that Thais Oliveira, Avolta’s Head of Marketing and Digital for Mexico and the Caribbean, weaves into the core of the company’s fabric. With a nuanced understanding that successful brands fill the gaps in customers’ needs, Thais have been pivotal in steering Avolta to put their customers first, ensuring positive experiences that forge lasting relationships.
As illuminated by Thais, Avolta’s approach to customer centricity is multifaceted and profound. It’s a philosophy that transcends the typical boundaries of a marketing department, demanding the orchestration of the entire organization’s efforts to align with customer needs and expectations. This strategy, deeply rooted in Avolta’s corporate doctrine, is not static; it’s an evolving pursuit to adapt to new customer dynamics, observed through extensive research and thorough scrutiny. For Thais, it’s about empowering every employee to embody this customer-first approach, fostering a culture where customer satisfaction is not just a goal but a daily mission.
“Customer centricity must be deeply rooted in the corporate strategy. It’s about aligning the company’s strategy with customer needs and expectations, requiring the entire organization to work together.”
The backbone of Avolta’s customer-centric transformation lies in its data-driven strategies. Thais acknowledge the power of data as the lifeblood of contemporary marketing tactics, fueling decisions calibrated to travelers’ ever-changing desires. By integrating a wealth of consumer data, Avolta tailors its offerings, ensuring that customers are met with options that resonate personally, whether it’s through the selection of brands, store layouts, or digital experiences. This champions this methodology as the driving force behind Avolta’s ability to enhance customer experiences and, ultimately, its financial prosperity.
Looking to the future, Thais envisions a burgeoning growth of personalization in the travel retail sector, closely tied to loyalty programs that reward more than just spending—they reward engagement and experience. She foresees Avolta’s continuous rise as an organization that doesn’t just adapt to changes but anticipates them, using an omnichannel approach that leverages real-time data, responding agilely to customer needs. With a finger on the pulse of emerging trends, Thais is confident that Avolta’s focus on customer centricity will not only meet but exceed the expectations of the modern traveler, ensuring that every journey, every interaction, and every purchase becomes a part of a memorable narrative that extends “beyond the destination.”
Watch the full interview here
