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After nearly two years, the return of overall travel retail has seen several new trends and other accelerations, according to the report. Leading travel research firm m1nd-set’s shows.
According to the company’s GTR Shopping Trends Q2 2022 report, alcohol duty-free footfall increased significantly in the second quarter of 2022 by 17% compared to pre-Covid trends, although purchase volumes remained stable compared to pre-pandemic behaviour.
There is some evidence of behavioral change, with post-pandemic alcohol duty-free visitors more likely to browse but less likely to convert, the report said. He said the rate of alcohol conversion had fallen “significantly”, down 39 per cent. But, promisingly, spending on alcohol has increased by more than a quarter compared to pre-Covid and the 2021-Q1 2022 period.
Customer engagements have also changed as a result of the pandemic, with alcohol buyers more inclined to buy by sharing, a 21% increase compared to before the pandemic, and less likely to buy booze as a gift, up from around 30% on pre-Covid levels. In line with the pre-pandemic trend, shopping for themselves has remained stable at around 46%.
Planning is an important part of the mix, with one in three alcohol buyers planning ahead, knowing which brands or products to look for in a duty-free shop. Impulse purchases are limited in Q2 2022, but consistent with pre-pandemic levels.
The in-store experience is becoming increasingly important for consumers who are exempt from alcohol duty. The report shows that contact with sales staff has become more frequent (up to 60% compared to pre-Covid levels, or 74% in Q2) and more influential in final purchase decisions – nearly eight in 10 alcohol purchases in Q2 2022 compared to less than half before the pandemic (49%). ) by sales staff.
Showing different products was also key – different products on promotion or products that were considered special or duty-free had higher conversion rates than before the pandemic.
Alcohol duty-free consumer touchpoints have increased in 2021, and although online is one of the most important touchpoints for consumers, its importance has decreased compared to 2017-2020, offline touchpoints in the travel home city have become more relevant than before.
Check out our recent Global Travel Retail feature in the September issue here.
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