Page 33 - TFWA World Exhibit 2024 Special Edition

INSIDER

Windsor Detroit Tunnel Duty Free

The Tunnel Duty Free Shop is a
family-owned business that has served
Windsor-Detroit travelers since 1986.
As Ontario’s first tax- and duty free
store and one of Canada’s earliest land
border duty free locations, Windsor has
grown significantly over the past 38
years, expanding from its original 3,600
square feet to the current 36,000-square-
foot space at the Windsor-Detroit
border. Founders Marwan and Nadia
Taqtaq remain actively involved in the
daily operations, working alongside
their daughter-in-law, Kim Taqtaq, who
manages the Cosmetics category.

How has the duty free business changed
since your store was opened?
sustainability driving changes in product challenge. Previously, travelers could
There’s been a shift toward both offerings and marketing strategies. cross the Windsor-Detroit border with
customer and product diversification, Additionally, economic factors such just a driver’s license or ID, but the new
with increased demand for locally as currency fluctuations and economic passport requirement created a barrier,
sourced items like Canadian wines and uncertainties continue to impact reducing spontaneous trips and foot
artisanal goods, as well as a growing consumer spending behavior in duty free traffic. This shift led to a decline in sales
interest in sustainable, eco-friendly stores. as fewer people made casual visits, and
products. The rise of Generation Z has we had to adapt our marketing strategies
also reshaped the market, with their What has been the most memorable to re-engage those still crossing the
preference for quality, authenticity, and activation/event at your store? border.

Our most memorable activation was How has your business recovered since
our Baileys initiative, which won the the border reopened after the pandemic?
FDFA Best Marketing/Merchandising When do you envision a return to pre-
Award in 2023, featured a 360° pandemic numbers?
marketing approach, blending in-store
displays, digital elements, and tasting Our business is steadily recovering.
events, resulting in increased foot traffic We’ve updated our website to enhance
and sales. The store’s cohesive efforts user experience, strengthened our
with Diageo and the Edge Execution social media and traditional (print and
group delivered an outstanding customer radio) advertising strategies, refreshed
experience and a strong return on our brand assortment and launched
investment. promotional incentives for healthcare
commuters. We’re also investing in
What has been Tunnel Duty Free’s staff training for perfumes, cosmetics
biggest challenge? and liquor categories to elevate service
quality.
The implementation of the passport By focusing on strategic partnerships
requirement following 9/11, which and marketing initiatives, we’re well-
significantly impacted cross-border positioned to finish the year strong and
travel patterns, has been our biggest achieve our business goals.

33 October 2024