TRunblocked asks why the Travel Retail industry is still underinvesting in staff, when we know they influence 61% of purchases?

In this interview with TRunblocked.com, Melvin Broekaart addresses one of travel retail’s most overlooked growth levers: frontline staff. While store teams influence up to 61% of purchase decisions, investment in their knowledge, confidence, and engagement continues to lag behind other commercial priorities.

Broekaart highlights the opportunity to rebalance this dynamic through scalable, modern enablement—equipping staff with short, engaging, and accessible content that fits the reality of the shop floor. As the founder of Narraid, he points to AI-powered, podcast-style microlearning as a fast and effective way to keep teams continuously informed and confident across brands, categories, and markets.

The message is clear: brands and retailers that invest in their people—at scale—stand to unlock higher conversion, stronger storytelling, and a more compelling passenger experience.

Download the full article [here] or read it online at the TR Unblocked website [TRunblocked.com].