Page 38 - TFWA World Exhibit 2024 Special Edition

INSIDER

Ontario’s Sault Ste. Marie Duty Free connects with customers on both
sides of the border

Ontario’s Sault Ste. Marie Duty during the pandemic, travel at our border Association at last year’s Gold Standard
Free’s recovery from the COVID-19 crossing has since rebounded. We began to Awards where Sault Ste. Marie Duty Free
pandemic has been a gradual rise, but the notice a slow recovery in mid 2023. Travel won two awards: Outstanding Achievement
Canadian land border operator tells TMI is continuing to ramp up from the crash or Innovation Award, and Platinum Award
that travelers are now back to pre-pandemic during the COVID-19 pandemic, and we – Category A.
numbers, with the store’s connection to its are happy that travelers are on the move “We believe by listening to our
community playing an important role in its again!” says co-founder Ralph Caria. customers, encouraging teamwork and
success. “Since the reopening of the border, we tapping into the creativity of our staff
“After falling drastically at about 95% continued to notice an increase each month members we are able to provide the best
and we have now finally reached our pre- possible service, shopping experience and
pandemic ‘normal’.” a wide range of unique, quality products
Sault Ste. Marie Duty Free never fully for our customers and that is what sets our
closed during the pandemic, as the store store apart,” says Caria.
remained open for essential workers. The Sault Ste. Marie Duty Free
“We actually never shut down our customer base is quite diverse.
store. Even when our sales were down a “Our customers range from the
record-breaking 95%, we remained open small-town citizens of both Sault Ste.
for essential workers who were required Marie, Ontario and Sault Sainte Marie,
to travel and we were able to provide Michigan, as well as the surrounding areas,
employment to our loyal staff. During to those who are traveling long distances
this time, we were able to integrate fresh but chose to cross through our border
new ideas which included rethinking our crossing because they wanted to enjoy the
marketing strategies, both in-store and beauty of the scenic route, outdoorsmen
online. We have always appreciated our who are traveling for hunting and fishing
customers, but it was during this time that opportunities. We have recently noticed
we gained an even stronger gratitude for quite the increase in Millennials and older
the travelers visiting our store.” Gen-Z customers who are embracing the
Those fresh new ideas were Duty Free shopping experience.”
recognized by the Frontier Duty Free

Sault Ste. Marie were big winners at the
2023 FDFA Gold Standard Awards.

October 2024 38