Page 10 - Tax Free Catalogue Covers Research Report

Key Findings: A very high proportion of travellers purchasing from a pre-order website are browsing the printed pre-order catalogue prior to purchasing online. Airport stores are the preferred location for purchasing tax free goods for all but Swedish travellers
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Tax Free Shopping Behaviour
➢ There is clearly an interest in browsing and purchasing tax free goods using multiple channels amongst the total sample who had browsed a pre-order tax free catalogue
➢Almost 3 in 5 had also browsed tax free items in airport stores and almost half had purchased
➢Around half had also browsed tax free items on a pre-order website and almost 2 in 5 had purchased
➢ Swedish travellers are the only nationality more likely to browse and purchase from a pre-order website than airport stores
➢ Almost 9 in 10 passengers who purchased a tax free item from an online store had browsed the printed pre-order catalogue to plan their purchase, therefore the printed catalogue is clearly being used as a shop window prior to online purchasing
➢ Preferring to shop in the airport or from an online store are the primary reasons why passengers did not purchase directly from the catalogue
➢ Airport stores are the preferred location for buying tax free items in future for all but Swedish travellers, who prefer online
Domestic Shopping Behaviour Prior to a Holiday
➢ Sunscreen, pharmacy products and swimwear are the items most frequently purchased prior to a holiday
➢ Around half of Danish and Norwegian travellers are likely to buy holiday items online in future, falling to around 2 in 5 for
Swedish travellers
➢ Cheaper prices are most likely to encourage greater levels of online purchasing. Finnish and Norwegian travellers are also
motivated by regular promotions and free gifts with purchase
➢ H&M is most likely to be shopped for Fashion & Beauty items overall and is the most popular stores amongst travellers from all
nationalities other than Finland, where Prisma is the most popular store
➢ Only 3 in 10 Danish and Swedish travellers read fashion magazines. The most frequently read magazine varied by nationality, though Elle and Cosmopolitan are the most frequently read magazines overall