SATORI COMMUNICATIONS GROUP
Enhancing the customer journey Satori Communications Group works with retail partners to help improve the customer’s experience in-store, as its managing Partner Jay Togawa explains
reating enlightening brand activations” is the tagline for Satori Communications Group, which specializes in connecting consumers with brands in travel retail stores. Among its varied services, the Canadabased firm provides brand demonstrators, sales support, in-store sampling, POS/POP creative and design, and merchandising. The company’s clients span the biggest names in the travel industry, such as Bacardi, Godiva, Dior, Chanel and Clarins. Here, Jay Togawa, Partner, Satori Communications Group, details its services and expansion plans. Americas Duty Free: How did you get into staffing solutions? Jay Togawa: We like to think that the work we do in global travel retail goes beyond just staffing. We see ourselves as solution providers, working with our clients and retail partners to help enhance the customer’s experience in-store and ultimately helping to drive sales. Providing trained and polished demo staff and brand ambassadors is just the first step in enhancing that customer journey and really just the tip of the iceberg in the solutions we offer our clients. ADF: How do you enhance customer experiences? JT: Everything we do in-store, whether it be sales support, product demos or tasting events, revolves around how we can 92
enhance the customer journey. Shopping in duty free goes well beyond just getting a great deal. It’s a learning experience for customers to uncover the newest products, find exclusive items that they cannot get anywhere else, and learn more about the brands and products they love. For us, enhancing a customer’s experience is about helping each and every customer by identifying their need, educating them on what’s important to them and providing a solution – through supporting their purchasing process, providing the opportunity to experience the brand through trial or by introducing them to something new that is only found in duty free. ADF: Is there a particular project you’re proud of? JT: We support sales and advocacy for Bacardi cross-Canada with everything from hiring and managing full-time brand specialists to drive in-store sales, developing and executing branded tastings, providing store associate trainings and supporting sales with reports on pricing and in-store placement. Our work not only falls within the airport but also within their border store markets. Working closely with their travel retail team has really allowed us the opportunity to tailor our offerings so we can create the best customer journey for Bacardi within the Canadian market. ADF: Who is your newest client? How have you working with them?
THE AMERICAS DUTY FREE & TRAVEL RETAILING MARCH 2017
Satori Communications Group helps customers discover the newest products, find exclusive items that they cannot get anywhere else
JT: One of our newer clients is Godiva Chocolatier. In addition to supporting Godiva with in-store tasting events for all of their brands, we are really excited about the work we do for them and another one of our clients, Peller Estates. We have discovered a great partnership between these two brands by creating tasting events offering customers a pairing of Godiva chocolate with Peller ice wines, which continues to be highly successful for the brands and a big hit with the customers. ADF: What are your expansion plans in travel retail? JT: We are based in Canada and currently service the entire Canadian market but since our clients and capabilities span across borders, our natural expansion plans are to expand our services across the Americas and then beyond. Satori Communications Group partners with retailers to help enhance the customer’s experience in-store and ultimately helping to drive sales