Earlier this month, iCoupon was proud to talk partnerships at the TR Consumer Forum 2025 in Amsterdam, hosted by TRBusiness and m1nd-set. As the only B2B event in the travel retail calendar dedicated entirely to consumer insights, it brought together the industry’s best to explore what today’s travellers really want and how to deliver it.
At the heart of the conversation was a powerful takeaway – real growth comes from collaboration.
Our Sales Director Viktoriya Soubra took to the stage for a panel discussion:
“The Power of Partnerships – Expanding the Basket Together.”
Joined by senior voices from Gassan Diamonds, Kounter, Oettinger Davidoff, and m1nd‑set, Viktoriya helped unpack how strategic alliances across airports, airlines, brands, and retailers can unlock new levels of engagement and drive serious commercial value.
Rethinking the Retail Basket
The session began with a powerful insight from m1nd‑set – while most travellers buy from one or two categories in duty free, the highest spend comes from those who engage across five or more.
Yet, fewer than 2% of passengers do so.
This gap represents a major opportunity, and one that partnerships are uniquely positioned to solve. Whether through curated cross-category promotions, shared experiences, or integrated digital journeys, the message was clear: we’re better together.
From Insight to Action: iCoupon’s Role
Viktoriya shared iCoupon’s vision for smarter, more agile partnerships—enabled through our digital vouchering platform.
One standout example came from Dublin Airport, where iCoupon supported a coffee voucher promotion distributed via airline partners. The results?
- 32% redemption rate (compared to the standard 0.5–2%)
- 24% uplift in transaction value
These numbers speak volumes. As Viktoriya said on stage,
“Partnerships are absolutely driving our success. It’s not just about giving value – it’s about being smart, timely, and relevant in how we deliver it.”
What Makes a Partnership Work?
Across the panel, a few core principles stood out:
- “Keep it simple, but don’t stay still,” advised Anna Marchesini from m1nd-set. In other words: use the data, but don’t let complexity stall innovation.
- “Once you commit to a partner, go all in,” said Andrew Machin from Kounter, Highlighting the importance of alignment, investment, and creative vision.
- Adrian Hayes from Davidoff pointed to the role of experiential retail – from walk-in humidors to cross-brand storytelling – as key to lifting spend.
- Benno Leeser of Gassan Diamonds offered a luxury retail perspective: credibility, consistency, and co-branding can transform how shoppers perceive value.
Looking Ahead
The panel reminded us that while tech, data, and platforms are essential, it’s trust and intention that form the foundation of every successful collaboration.
At iCoupon, we’re committed to helping the travel retail ecosystem thrive, by connecting airlines, airports, and retailers in meaningful, performance-driven ways.
Thank you to TRBusiness and m1nd-set for hosting such a future-focused, insight-rich event. We left inspired—and more energised than ever to expand the basket, together.
Want to learn more about how iCoupon can help you unlock new value across the traveller journey? Get in touch with our team or explore our latest case studies.
