Inflight Duty & Tax Free Retail Study 2018

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Inflight Duty & Tax Free Retail Study 2018Overcoming the Inflight Duty Free ChallengeTax Free World AssociationOctober 2018

Research ObjectivesThe overarching aim of this research is to gain a thorough, up to dateunderstanding of how travellers use the inflight Duty Free channel, on aregional and demographic basis, and more specifically, insights into:RESEARCHOBJECTIVES the inflight shopping behaviour the key barriers to inflight Duty Free browsing and purchasing the influence of other Duty Free purchases on inflight usage the increasing role of digital within the inflight channelInflight Duty & Tax Free Retail Study 20182

Research MethodologyNATIONALITIES INTERVIEWEDINTERVIEWS CONDUCTEDNationalityIn addition to the quantitative research phase, a series of in-depth interviewswere conducted in London Heathrow, New York JFK and Singapore airportsInflight Duty & Tax Free Retail Study 2018No. inese313Indian300Total sample 3,0683

Identifying the Inflight Duty Free ChallengeIDENTIFYING THE INFLIGHT DUTY FREE CHALLENGEBase: Total Random Traveller Sample (6,057)THE INFLIGHT DUTY FREE SHOPPER ROUTE TO PURCHASETRAVELLERSBROWSERSBUYERS100%33%12%33% conversion36% conversionThe inflight Duty Free channel faces both a footfall & conversion challengeInflight Duty & Tax Free Retail Study 20184

Identifying the Inflight Duty Free Challenge: A Changing Shopper THE 2018 INFLIGHT DUTY FREE BUYERTHE 2015 INFLIGHT DUTY FREE BUYER(Random Data Sample)(Source: CiR Inflight Duty & Tax Free Retail Report 2015)12%13%Purchase from the inflightDuty Free Range in 2018GENDERAGEPURPOSEPurchase from the inflightDuty Free Range in 2015PARTYGENDEROver40AGEPURPOSEPARTYOver35MaleOver 40LeisureWith othersMaleOver 35sLeisureWith others50%70%91%72%51%56%78%80%Inflight Duty & Tax Free Retail Study 20185

Identifying the Inflight Duty Free Challenge: With Changing Demands INFLIGHT DUTY FREE CATEGORIES PURCHASED: 2018INFLIGHT DUTY FREE CATEGORIES PURCHASED: 201512%13%Purchase from the inflightDuty Free Range in 2018Purchase from the inflightDuty Free Range in 2015CAT 1CAT 2CAT 3CAT 4CAT 1CAT 2CAT 3CAT t.Fashion46%37%28%22%40%39%31%28%Inflight Duty & Tax Free Retail Study 20186

Identifying the Inflight Duty Free Challenge: And A Likelihood to Shop ElsewhereINFLIGHT METRICS VS. AIRPORT DUTY FREE METRICSource: CiR Segmentation Study 2017TRAVELLERSMany travellers are exposedto three Duty Freechannels when travellinginternationallyDEPARTURES DUTY FREE40%BROWSE26%BUYINFLIGHT DUTY FREE33%BROWSE12%BUYARRIVALS DUTY FREE30%BROWSE21%BUYPurchase conversion rates are much lower in the inflight channel vs. other Duty FreeInflight Duty & Tax Free Retail Study 20187

Identifying the Inflight Duty Free Opportunity: The Good News BENEFITS OF INFLIGHT DUTY FREEBase: Inflight Buyers (990)It isconvenient46%Shop when notime in airport15%Betterpromotions31%Advice fromcabin crew15%Don’t have toqueueDon’t have tocarry items28%25%When items notavail. in airportWhen can’t finditem in airport25%13%Different itemsavailable20%Baggagerestrictions11%Inflight Duty Free possesses clear advantages over other Duty Free channels for the inflight buyerInflight Duty & Tax Free Retail Study 20188

Identifying the Inflight Duty Free Opportunity: Browsing FrequencyINFLIGHT BROWSING FREQUENCYBase: Inflight Browsers (2,027)TRAVELLERS33%Browse the inflightDuty Free ybrowseThe majority of those that browse the inflight Duty Free range will0%Neverbrowsenormally browseInflight Duty & Tax Free Retail Study 20189

Identifying the Inflight Duty Free Opportunity: Channel PreferencesCHANNEL PREFERENCESBase: Inflight Buyers (990)TRAVELLERS12%Buy from the inflightDuty Free range35%Preferinflight33%Prefer airportdepartures22%Prefer airportarrivalsAmong those that purchase, there is also a preference10%Preferdowntown DFfor the inflight channelInflight Duty & Tax Free Retail Study 201810

Identifying the Inflight Duty Free Opportunity: Usage BarriersKEY USAGE BARRIERSBase: Inflight Non-Browsers (1041)4Not good valuefor money27%Purchased itemsin departures25%Prefer to spendmoney elsewhere24%Didn’t sell itemsinterested in22%OTHER USAGE BARRIERSBase: Inflight Non-Browsers (1041)Waiting forarrivals Duty Free16%Limited productoffering14%Baggagerestrictions11%Not aware ofDuty Free inflightInflight Duty & Tax Free Retail Study 201810%11

Identifying the Inflight Duty Free Opportunity: Purchase BarriersKEY PURCHASE BARRIERSBase: Inflight Non-Buyers (1,037)4Nothing interestingcaught my eye41%More expensivethan elsewhere32%Lack of attractivepromotions32%Already boughtfrom airport DF19%OTHER PURCHASE BARRIERSBase: Inflight Non-Buyers (1,037)Product notavailable inflight16%Concerns aboutcarrying items14%Could not findthe item wanted13%Waited to buy inarrivalsInflight Duty & Tax Free Retail Study 201813%12

Developing the Inflight Duty Free ChannelDEVELOPING THE INFLIGHT DUTY FREE CHANNEL83%claim that inflight Duty Free does notalways meet their expectations &requirementsENHANCE THE SERVICEOPTIMISE THE RANGEPRE-ORDER OPPORTUNITYEnhance the service &leverage current strengthsOptimise the inflight DFrange & communicate valueDevelop inflight retail’sdigital opportunityInflight Duty & Tax Free Retail Study 201813

Developing the Inflight Duty Free Channel: Enhance the ServiceBENEFITS OF INFLIGHT DUTY FREEBase: Inflight Buyers (990)It isconvenient46%Shop when notime in airport15%BetterpromotionsDon’t have toqueue31%Advice fromcabin crew15%Inflight Duty Free possesses clearDon’t have tocarry items28%25%When items notavail. in airportWhen can’t finditem in airport25%13%Different itemsavailable20%Baggagerestrictions11%advantages over other Duty Free channels for the inflight buyerInflight Duty & Tax Free Retail Study 201814

Developing the Inflight Duty Free Channel: Enhance the ServiceBENEFITS OF INFLIGHT DUTY FREEBase: Inflight Buyers (990)It isconvenient46%Shop when notime in airport15%Betterpromotions31%Advice fromcabin crew15%Don’t have toqueueDon’t have tocarry items28%25%When items notavail. in airportWhen can’t finditem in airport25%13%Different itemsavailable20%Baggagerestrictions11%Convenience factors are key areas that could be leveraged through service communicationsInflight Duty & Tax Free Retail Study 201815

Developing the Inflight Duty Free Channel: Enhance the ServiceBENEFITS OF INFLIGHT DUTY FREEBase: Inflight Buyers (990)It isconvenient46%31%Shop when notime in airport15%BetterpromotionsAdvice fromcabin crew15%Don’t have toqueueDon’t have tocarry items28%25%When items notavail. in airportWhen can’t finditem in airport25%13%Different itemsavailable20%Baggagerestrictions11%Direct staff contact could also be leveraged to enhance the inflight Duty Free serviceInflight Duty & Tax Free Retail Study 201816

Developing the Inflight Duty Free Channel: Optimise the RangeCATEGORIES CURRENTLY PURCHASEDBase: Inflight Buyers (990)OPTIMISING THERANGETraditionalcategories continueto be key but ElectronicsTobacco46%38%28%22%is clear interest innon-core Duty Freeranges20%18%18%Inflight Duty & Tax Free Retail Study 201818%17

Developing the Inflight Duty Free Channel: Optimise the RangePRODUCTS INTERESTED IN PURCHASING IN THE FUTUREBase: Total Travellers (3,068)OPTIMISING THERANGETraditionalcategories continueto be key but ElectronicsTobacco52%46%34%30%is clear interest innon-core Duty Freeranges31%33%33%Inflight Duty & Tax Free Retail Study 201820%18

Developing the Inflight Duty Free Channel: Optimise the RangeINFLIGHT DUTY FREE RANGE FUTURE PURCHASE DRIVERSBase: Total Travellers (3,068)OPTIMISING THERANGEAdditional areas,such as gifting andexclusivity couldInflight Duty FreeexclusivesSouvenirs notavailable in airport43%also drive increased31%range interestInflight limitededitions28%Items dedicatedto travel26%Greater range ofgift solutions21%Inflight Duty & Tax Free Retail Study 201819

Developing the Inflight Duty Free Channel: Develop the Pre-Order OpportunityKEY PRE-ORDER USAGE DRIVERSBase: Previous Pre-order Browsers (1,110)4See what itemswere availableLook forbargains / deals60%547%6To look for anynew products35%Look for goodgift options43%7To look for goodsouvenirs31%Take advant. ofinflight prices36%8To look for DutyFree exclusives29%Inflight Duty & Tax Free Retail Study 2018To look for goodpromotions27%20

Overcoming the Inflight Duty Free ChallengeDevelop the inflight Duty Free channel through focusing on four key areas Overcome DirectBarriersEnhance theServiceOptimise theRangeDevelop PreOrderingOvercome directLeverage currentOptimise the rangeDevelop the pre-orderbarriers to inflight Dutystrengths, enhancebased on travelleropportunity toFree service browsingthe delivery & optimisetype and differentiateincrease convenience& purchasingstaff presencefrom other channels& enhance the serviceInflight Duty & Tax Free Retail Study 201821

Counter Intelligence RetailCiR House, Millfield Industrial Estate,Wheldrake, York, YO19 6NA 44 (0)1904 ounterintelligenceretail.com

understanding of how travellers use the inflight Duty Free channel, on a regional and demographic basis, and more specifically, insights into: the inflight shopping behaviour the key barriers to inflight Duty Free browsing and purchasing the influence of other Duty Free purchases on inflight usage

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