AFRICA: LAGARDÈRE TRAVEL RETAIL


tourists, to access a broad choice of high quality products at duty free prices.” Local products are allocated a large


central space in Lagardère’s Senegal Airport store. This highlights the talents of Senegalese entrepreneurs and craftsmen. “We showcase local cosmetics, food or jewellery brands. The store design itself is inspired by South Senegal. This gives local products even more focus. We want to promote our talented local craftsmen.” Lagardère Travel Retail does not


only meet shoppers’ expectations across its African businesses, it also supports the local economy and value chain by sourcing many products locally. An example of this was when


Bousso’s predecessor Bruno Bouchacourt – who has now retired from Lagardère after two decades – once discovered a local jam producer. His aim was to introduce her products into the retailer’s shops. Bouchacourt assisted her with


the development of the business so the jams were manufactured in accordance with Lagardère Travel Retail’s quality standards. In turn, the producer was able to create additional jobs for women in her community.


Sustainable growth plan “This kind of success story, with great business ethics and people at its core, will ensure the sustainable and profitable growth of our industry.” Growing the company’s


businesses in Senegal and Gabon and consolidating its position as the leading international retailer in West Africa are important objectives. Bousso says: “It’s a very competitive market, but today we remain the preferred partner for airports in Western Africa. “Our commitment to operational


excellence and proximity is making the difference wherever we are. The in-store experience we offer will always need to be exceptional; travellers should feel that they’re our guests and that we go the extra mile to deliver the best service possible.” At the moment, however, traffic


levels are low in Senegal and Gabon and business has been hit hard by the


NOVEMBER 2020


Lagardère Travel Retail secured a 10-year contract to run a duty free shop and Relay outlet at Senegal’s Blaise Diagne Airport in 2017.


TRBUSINESS 35


coronavirus (Covid-19) pandemic. This has forced Lagardère to be agile and flexible. “We are fully confident activity will return and that we will manage to retain our staff,” says Bousso. “As a result, we can capitalise on their experience and business knowledge for the recovery.” The early signs of recovery in


Senegal and Gabon over the past few months have been encouraging, according to Bousso. That said, there is a long way to go until traffic reaches pre-Covid-19 levels. “In the meantime, we are working hard to make our business more efficient and agile to capitalise on the returning traffic.” Restoring the faith of consumers


will be the main challenge in the post Covid-19 world, but Bousso is not expecting any new purchasing trends among African consumers. “We’re actually anticipating an acceleration of existing trends. Customers will be happy to return to stores and buy their favourite products after a long period without travelling. “We treat customers as our


guests. Each of them receives our full attention to make their experience a very special one.” Enticing inbound travellers to


Dakar or Libreville to shop on arrival is the main challenge. “In Dakar, the Senegalese Terenga (local hospitality) welcomes passengers with an offer at duty free prices. The same goes for Gabon.” Looking at the bigger picture,


navigating the Covid crisis remains a top priority. “Lagardère Travel


Local product offering in Gabon at Libreville Airport.


“Every day brings a new lot of risks and opportunities. It’s on us to turn these to our advantage.”


Sountou Bousso, Lagardère Travel Retail


Retail’s strength and agility will help us do that,” says Bousso. “The situation should encourage us to be more creative and think about how we can offer unique experiences to travellers, in the best possible environments. We hope our success in Dakar and Libreville can help us grow further and enhance passenger experiences elsewhere in Africa.” He concludes: “What I have


learned from previous experiences is that we can’t ever take anything for granted. Covid-19 has confirmed this. “Every day brings a new lot of risks


and opportunities. It’s on us to turn these to our advantage.” «


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