Understanding the barriers to Duty Free shopping

As a channel, we spend a lot of time focusing on what happens inside the Duty Free store in terms of how we drive interaction, improve conversion and create a more engaging and differentiated shopping experience.

However, one of the biggest challenges (and opportunities!!) continues to sit further up the funnel, in terms of footfall with around 3 in every 5 travellers currently not engaging with the Duty Free environment at all.

Taken from the latest edition of Pi Insight’s Global Shopper Database, here are the leading barriers to Duty Free shopping that we are currently seeing:

• No need to buy anything (24%). The most common reason is also the simplest. Almost one in four non-visitors say they simply have no need to make a purchase, highlights the importance of attracting that passing traffic and impulsive store visiting
• Not enough time (19%). This is an interesting one as whilst this will reflect genuinely limited dwell time, for others it may reflect how they choose to prioritise their available airport time between shopping, F&B, lounges, relaxing and other activities.
• Just want to get to the gate (17%). For some travellers, the airport drives a certain level of anxiety and getting to the gate in good time reduces uncertainty over whether they are in the ‘right place’ in an often very busy and large environment.
• Unable to carry anything else (16%). Hand luggage restrictions, already-full bags and the inconvenience of carrying additional purchases can all limit shopping, particularly for larger or heavier products.
• Prefer to shop outside the airport (15%). Duty Free is also competing with a much wider retail environment. Some travellers simply prefer to make their purchases through domestic stores, online retailers or other locations where they may have greater familiarity with the environment.

What is particularly interesting is the relatively narrow spread between these barriers. There is no single issue responsible for a shopper not entering the store. Instead, the decision not to shop is influenced by a combination of purchase need, available time, passenger priorities, practicality and channel preference.  Therefore, increasing footfall is not is not about solving one barrier. It requires a better understanding of why different travellers choose not to shop and how those reasons change across the passenger journey.

#TravelRetail #DutyFree #ShopperInsights #ConsumerBehaviour #Retail