This week’s blog, The Phygital Problem: Crafting the Future onto the Past, is as much to do with genuine thought leadership as it has to do with a call to action for the Travel Retail industry.
Phygital is already a much used buzzword. But does anyone truly understand its purpose? In the excellent article by Chris Madden below, happily we do know some senior management that do, and I would like to take this opportunity to thank Stéphanie Metz Thevenod, Lagardère EVP Marketing & Digital, Yeo Kia Thye, Changi Airport Group Managing Director for Airport Operations and Airside and Lewis Allen, Director of Environments, Portland Design for their important and insightful contributions.
As ever with trunblocked.com’s blogs, this feature is all about industry mindfulness and mindset. We need to start building the shops of the future now. That’s not really happening. The industry would choose to never admit it, but the TR business is significantly behind where it needs to be.