NORDIC REGION. The Nordic Travel Retail Group (NTRG) and Swiss research agency m1nd-set have published new data on shopping trends among ferry travellers in the Nordic region.

According to the research – which involved approximately 2,000 consumers using ferry services – half of Nordic ferry shoppers plan their duty free purchases specifically. One third of these shoppers know the exact brand they wish to purchase in advance.

Over one third (36%) of Nordic ferry shoppers plan on a general level, with some idea in mind of what they want to purchase.

Of those shoppers who plan more specifically, the survey findings reveal that they are more likely to be seniors and female travellers as well as beauty purchasers.

Impulse buyers only account for a small share of total shoppers – less than 15%, according to the research. Categories that are more likely to be purchased on impulse are fine food, alcohol and tobacco. Impulse buyers have a tendency to be mainly business travellers (36%), males (20%) and middle-aged travellers (19%), noted m1nd-set.

The research suggests that more than 80% of shoppers board a Nordic ferry having pre-planned their purchases, suggesting the need for more pre-travel communication from brands and retailers (Tallink ferry pictured)

The research also reveals that over two thirds of shoppers start thinking about their purchases before arriving at the ferry, with just less than half (45%) before leaving home, and 18% on the way to the ferry.

Some 27% of Nordic ferry shoppers start thinking about their purchases only when in the shop on the ferry. M1nd-set said this highlights the importance of effective in-store communications and staff interaction.

Over one quarter of Nordic duty free shoppers on ferries say their decision to purchase was influenced by the interaction with a sales associate.

Commenting on the findings, m1nd-set CEO and Owner Peter Mohn said: “Communicating with duty free shoppers throughout the whole ferry trip is of course important, but the research reveals how crucial pre-trip communication is, given the high level of purchase planning among ferry travellers in the region.”

He added: “More than eight out of ten duty free shoppers plan their purchases to some extent when travelling on a ferry, which means there are significant opportunities to entice the travellers and upsell as well as cross-sell and increase the basket size if retailers can reach out to them before the passengers set sail.”

Under a four-year agreement, the research from m1nd-set is exclusive to NTRG members and made available to them in detail as a complimentary membership benefit.

NTRG Chairperson and Travel Retail Norway HR & Communications Director Haakon Dagestad said: “We are pleased at NTRG to be able to provide useful and valuable insights to our members as an exclusive membership benefit.

“As a trade organisation one of our most important tasks is to support and enable our members’ businesses to thrive, and providing relevant data and analysis is one way to achieve this ambition.”

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