By Marco Passoni
Price is a big part of travel retail. I know there are many in our industry who would rather this was not the case and prefer to treat the issue of price as a dirty secret to be swept away and ignored, but it has been at the heart of duty free and travel retail since the beginning and that has not changed today.
I have said before that price is a key part of how travelling shoppers see our market. They expect a price advantage – and how our customers see us is more important to our day-to-day business than how we would like to see ourselves. The customer, as we all know, is always right.
Recent research from m1nd-set has underlined this very clearly. Price now features in the top four barriers to purchase in travel retail as identified by shoppers. The latest figures show that higher prices than at home, at the destination and at other airport are three of the biggest reasons why travellers chose not to shop. The other reason is a lack of visible promotions. This is conclusive. Price matters and those who ignore the fact are driving away shoppers from the market.
Price matters in travel retail and those who ignore the fact are driving away shoppers from the market.
The issue was highlighted for me recently during a conversation on LinkedIn, where a story highlighting the importance of price drew commentary and debate from many respected industry insiders. But the truth is that there should be no debate: Like it or not, price counts in travel retail.
Some in our industry today try to get round this by talking about adding value for the shopper. This is not the same.
Travel retail exclusives, sets and special events are a huge and important part of this market and its offer. They enhance the shopper experience and drive engagement with travellers. They also improve the perception of the market and its offer. Indeed, travel retail has boundless opportunities to create added value, with novelty and excitement generated by unique collaborations and creations, alongside locally relevant experiences. But all of this is worth nothing if we are not delivering what shoppers want: A price benefit.
Travel retail exclusives, sets and special events are a huge part of this market and its offer – but they are worth nothing if we are not delivering what shoppers expect of travel retail: A price benefit
Shoppers today are more connected than they have ever been. We know this is true and it is the reason that price has become more important again. The m1nd-set figures show that in 2019 a lack of intention to buy, or appealing products, were big factors in travellers not shopping. Now it is all about price. Today’s shoppers expect travel retail to be cheaper and they are checking.
So, the truth is that we can make travel retail as attractive as possible, as loaded with experience and exclusivity, but if travellers can find their products cheaper by checking their phone then they will not buy. That damages the whole market.
As we await the probable return of the Chinese travelling shoppers in the coming months, this will become even more important. These are consumer who are used to the price and service they get at home and will expect it to be bettered abroad.
Value will always enhance travel retail and elevate the offer. But is can never be a replacement for price in our sector. A price benefit is at the core of duty free. Shoppers expect it of us, and we should expect it of ourselves.
