World Duty Free has committed to a £200,000 coaching investment designed to teach staff to deliver on its core value ‘think customer’.

The move follows a successful pilot programme at World Duty Free in Heathrow Terminal three. The team which won the national customer service award for retail in 2006, boasts improved sales to the tune of £2m in the first six months alone and an extra 50,000 customers. Sixty-five stores at BAA’s seven UK airports will take part in the programme which also aims to make World Duty Free ‘a great place to work’.

The coaching programme is split into three areas including on-the-job training, practical workshops and ‘coach the coach’ sessions.

Jacquie Dyer, head of resourcing and development, said: “Like any retailer, our customers are central to the success of our business and every World Duty Free employee is encouraged and trained to always ‘think customer’. Despite winning the award last year and having our Aberdeen team short listed for it this year, we will not rest on our laurels and are committed to continuously improving the experience of our stores for our shoppers.”