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Contents
1. PROLOGUE: DUTY FREE IS A SHOPPING SPACE TRANSFORMED ........................................................ 1
2. PROJECT OUTLINE ............................................................................................................................... 1
3. CONTEXT ............................................................................................................................................. 2
WHAT IT IS TO BE A TRAVELLER .......................................................................................................... 2
WHAT IT IS TO BE AN IRISH PREMIUM BRAND IN DUTY FREE ............................................................ 2
4. INSIGHT INTO THE WORLD OF DUTY FREE ......................................................................................... 3
ISSUES AND STRESS POINTS OF THE DUTY FREE EXPERIENCE ............................................................ 5
5. THE SHOPPER: TYPOLOGIES AND NEEDS ............................................................................................ 6
NEED STATES WHICH CATEGORIES & BRANDS MUST SERVE ............................................................. 8
DUTY FREE SHOPPING BEHAVIOURS .................................................................................................. 9
6. THE CRITICAL ROLE OF GIFTING IN GTR .............................................................................................. 9
7. EXECUTING DUTY FREE RETAILING WITH ÉLAN ................................................................................ 11
SOME BEST PRACTICE EXAMPLES FROM DUTY FREE........................................................................ 12
8. WHISKEY, PREMIUM CHOCOLATES & FINE FOODS .......................................................................... 13
OVERALL INSIGHT.............................................................................................................................. 13
BUILDING PREMIUM BRANDS THROUGH GREAT EXECUTION: THE 4 P’s OF DUTY FREE ................ 13
9. IRISH WHISKEY IN DUTY FREE ........................................................................................................... 13
INSIGHT ............................................................................................................................................. 14
RECOMMENDED ACTION PLAN TO GROW BUSINESS IN DUTY FREE ............................................... 14
10. IRISH PREMIUM BOXED CHOCOLATES IN DUTY FREE ..................................................................... 15
INSIGHT ............................................................................................................................................. 15
RECOMMENDED ACTION PLAN TO GROW BUSINESS IN DUTY FREE ............................................... 15
11. IRISH FINE FOOD IN DUTY FREE ...................................................................................................... 16
INSIGHT ............................................................................................................................................. 16
RECOMMENDED ACTION PLAN TO GROW BUSINESS IN DUTY FREE ............................................... 16
12. SUMMARY RECOMMENDATIONS ................................................................................................... 18
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1. PROLOGUE: DUTY FREE IS A SHOPPING SPACE TRANSFORMED
The Duty Free experience of past decades (1970s, 1980s,
1990s) has been synonymous with functional value: cheap
alcohol and cigarettes delivered in plastic bags with
bubble wrap. Harsh lighting, queues, thrift and
restrictions were the major codes of this disempowered
consumer environment.
In 2015,‘Duty Free’ – a term still used by consumers to
describe their air-side travel retail experience – is
completely transformed:
“I don’t see Duty Free as a saving. I see it as a bit of a
splurge”
‘Duty Free’ is a misnomer, as it is now best seen as luxury,
emotional shopping. Consumers have moved from an experience which was all about ‘duty’ (savings
on taxes) to one which is now characterised by ‘free’ (the freedom to explore and to indulge).
At the heart of this document is the small Irish brand challenge of making this move with consumers
– and responding to their needs in this brave new world of Duty Free.
2. PROJECT OUTLINE
This qualitative insight work was developed with Bord Bía in conjunction with Orchard Brand
Agency, in Dublin.
In early 2015, we set about engaging active shoppers of airport Duty Free in co-created
conversations to explore what they understood by ‘Duty Free’ (their term), with focus on Irish
brands operating in the Whiskey, Premium Boxed Chocolates and Fine Foods markets. We recruited
active users of Duty Free in London and in Dublin, and had participants representing travel across
leisure and business, as well as a range of gender, family status and age.
In total, we conducted 9 hours of conversations (2 x 3 hour evening workshops; 2 x 1.5 hour focused
conversations), and shared with them hypotheses which we had developed based on our desk
research and prior team thinking.
By sharing ‘the problem to be solved’ with these educated, experienced travellers active in the Duty
Free category, we developed keen insight into how Global Travel Retail (GTR) works, and the
potential role for Irish brands among the categories we investigated.
This qualitative work is a prelude to quantitative research, which will be undertaken by Bord Bía
(along with another agency partner) to help bring authority and context to these qualitative findings.
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3. CONTEXT
WHAT IT IS TO BE A TRAVELLER
When people travel, they exist differently in the world. Travel has the effect of energising at multiple
levels: it opens the mind, it is a source of learning, it encourages engagement with others, and it
constantly places new things into the traveller’s path.
To frequent an airport is to submit to a multi-sensorial world, continually offering new stimulus.
‘New’ is at the essence of most travel – and when people travel they are more open to what the
world has to offer. The traveller, of course, is just a normal person – but GTR finds him and her
experiencing an exceptional moment in their daily lives.
WHAT IT IS TO BE AN IRISH PREMIUM BRAND IN DUTY FREE
At the heart of brand building in Duty free is the leveraging of provenance: in the case of this project
- Irishness. A very basic segmentation emerges which informs how Irish brands can grow their
business. In general, Irishness plays a key role in Duty Free in Ireland (although how this is expressed
varies greatly). Outside of Ireland, however, Irishness becomes much less dominant, and the focus
goes to quality and premium credentials of the wider category. Thus, execution of marketing and
sales strategy should vary, depending on the needs of the location.
A second, basic segmentation presents: whether the traveller is departing, or returning home. This
basic 50/50 segmentation engenders a different set of need states which are pertinent in growing
Duty Free through understanding relevance.
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4. INSIGHT INTO THE WORLD OF DUTY FREE
Duty Free is about luxury. The world of GTR is defined
through luxury. Consumers see Duty Free as a very upmarket, concentrated luxury department store with no
walls. They are free to wander and to be stimulated and
energised by the luxuries on offer.
“It’s like you’re in Westfield (high-end shopping mall) or in Knightsbridge”
“I’ve more cash to spend in Duty Free”
Duty Free is a positive world. Consumers embrace and
enjoy the Duty Free experience. It is a positive playground.
Overall, most arrive relieved past security and welcome a
retail space which can entertain, excite, indulge and help
them temporarily escape.
“I feel giddy in Duty Free. It’s part of the travel experience”
“I look forward to my 45minutes of perusing…”
“In Gatwick, I felt like I was gliding through Duty Free. It was lovely!”
Duty Free is a buffer zone from the outside world (see below): The Duty Free experience happens
in a unique environment for travellers sandwiched between the ‘real world’ stresses and strains of
their busy lives. Thus, Duty Free is a place where they are free to explore and behave in atypical
ways. Their persona in the real world may be different to their Duty Free persona.
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Duty Free is the opposite of High Street shopping. For most travellers, Duty Free is ‘other’. It is
shopping that is more luxurious than regular shopping. The normal rules do not apply – it is often
not about routine, or prices, or necessities.
“It’s the opposite to regular shopping”
Duty Free is for ‘non-shoppers’. Many consumers report that
Duty Free is often the only shopping they ever get to do. In this
sense, Duty Free is for ‘non-shoppers’ – those who usually
avoid the High Street. By implication, the ‘rules’ to engage
these people will be different.
“It’s all about convenience” “I appreciate it. I don’t enjoy it”
Duty Free is about ‘the new’. Consumers are uniquely open to
the new when they shop in Duty Free, as the state of travelling
often induces open-minded-ness. Some are in the Duty Free
space infrequently, and are open to explore. Senses are
heightened in Duty Free.
Duty Free is efficient. Many see Duty Free as fluid, concentrated shopping – executed alone, and
without ‘second opinions’. This is a focused experience where decisions happen fast and under timepressure. This makes it rewarding – as they sense they get a lot done in a short space of time. Thus,
simplicity and ease are important in the Duty Free experience.
“It’s concentrated, so a lot of the work is done for you”
Provenance plays out differently, depending on needs. There is no one meaning of Irishness.
Sometimes, ‘cheesy Irish’ is exactly what is called for (e.g. a fun souvenir); sometimes a much more
sophisticated layered meaning of Irishness is appropriate. Thus, provenance is situation-specific.
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ISSUES AND STRESS POINTS OF THE DUTY FREE EXPERIENCE
Note: many of the following are pertinent not just to brand owners but to GTR retailers also
Frazzled!: Travelling is often stressful and time-pressured. Consumers can find themselves in the
Duty Free environment in a stressed state (e.g. a poor experience at Security; traffic on journey to
the airport, etc.). Sometimes, consumers will not have time to engage with GTR; or they may seek to
de-stress through the GTR experience.
Disorientation. Often, the Duty Free environment is unfamiliar to consumers. They can easily feel
overwhelmed. They appreciate help to understand their environment, and know ‘how it works’ which helps them relax and actually shop.
Queuing & Boarding Cards: the Duty Free shopper dislikes delays, as time management is precious.
Thus, queuing for service / payment is a constant frustration, as is the need to find and present
Boarding Card to complete purchase. Minimising these aspects is always considered a ‘win’ with
consumers.
Out-of-Stocks. It is notable how often ‘out of stock’ creates stress and mild panic amongst travellers.
This is mostly from those who pre-plan by Researching in advance and ‘Surrogate Shoppers” (see
below).
Price & Rule Confusion. The manner of displaying pricing (with and without duty) is a source of
confusion for consumers that can lead them to abandon purchase. Further, confusion regarding
what is permitted (restrictions on kinds of foods, amounts of alcohol) can also become a reason to
give up and forego a purchase.
“I’ve walked away because prices were confusing”
Rip-off! Travellers resent it when they are forced to pay more because they are ‘trapped’ at the
airport. This is most obviously felt when buying food and drink for consumption, or when what they
purchase is a High Street standard available much cheaper ‘down the road’.
Sameness. A minority of well-travelled Duty Free consumers complain about the increasing
homogenisation of the GTR experience, no matter where they go. As travel is all about novelty and
new-ness, this is a source of disappointment. This points to the role of atmosphere and personality
of each individual location (e.g. Dublin) to make itself known – thus increasing the connection
between shopper and purchases.
“The brands are the same. The environment is the same ”
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5. THE SHOPPER: TYPOLOGIES AND NEEDS
There are many profiles or typologies of the GTR shopper. Importantly, one individual person have
multiple profiles, depending on the travel occasion. For example, a business person may enter Duty
Free in strict ‘Routine’ mode, but when she goes on a weekend break she may become a browsing
‘Explorer’.
Thus, the following typologies describe shopper roles, not the shopper themselves:
DRIVEN BY PLEASURE
 The Gifter: has a defined problem (can describe how she wishes the recipient to feel on
receiving the gift) and wants GTR to solve it. Strong focus on beautiful presentation and
uniqueness. Highly suggestible once the gift is aligned with recipient needs. Strongly
motivated to find a gift which seems thoughtful and special. Typical type of Travel: departing
on a weekend away to visit friends
 The Explorer: driven by a core belief that ‘I never know what I’ll find’, the Explorer is open
and interested in browsing. She is alone, in an indulgent / entertainment mood, and is often
of the view that ‘It’s just money!” (i.e. normal views of budgets and prices are not relevant).
She describes herself as looking to treat herself, and to make herself feel good. Typical type
of Travel: returning from a business trip
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DRIVEN BY TASK



The Surrogate Shopper: running an errand for others. Shopping is pre-planned, and his
motivation is to get in and out ASAP. Out-of-stocks are a cause of distress. As this shopper is
driven by obligation, his mind-set is functional. Typical type of Travel: returning from a long
haul business trip
The Price Fiend: focused on value. Has often done price checks in advance, and is highly
price sensitive. Typical type of Travel: returning from a family holiday
The Researcher: this shopper has done her homework. She has checked availability, checked
price and has made a list in advance. She is on a mission. Her key motive is getting the right
thing, not the cheapest thing. She is suggestible to ‘upgrades’ and special presentation (i.e.
packaging) when she arrives in-store. She will often opt for the most efficient solutions (e.g.
The Loop). Typical type of Travel: departing on a weekend break
DRIVEN BY EASE




The Last Minute-er: sees GTR as an opportunity to cobble things together for the trip, as
GTR is often his only opportunity to shop. Speed and quick decisions are of the essence.
Typical type of Travel: departing on a weekend city break.
The Routine Queen: she has her list, she can navigate her airport’s Duty Free space very
well, and knows her needs. She goes about her shopping with a strong sense of habit. She
often shops on ‘automatic’ and would need disruptive stimulus to draw her off course. “I like
to be structured” is her mantra. She is open to being engaged, but does not seek it out.
Typical type of Travel: departing on a routine business trip
The Souvenir Hunter: this consumer has had a great break aboard, and seeks out tokens of
(Irish) provenance for friends and family. His mind-set is to please the recipient, but fun /
irony can also play a role. Critical in this mode the gift’s clarity, announcing ‘where I’ve
been’. The souvenir should carry some of the uniqueness of the place he has visited. Typical
type of Travel: returning from on a weekend away
The Bedlam Mum: She’s focused on getting her family through Duty Free with minimal
‘damage’. She often tries to distract the kids / get the husband to watch them, whilst she
hurries and gets the essentials. Her mind-set is the opposite of what it would be if she were
alone. Typical type of Travel: returning from a family holiday
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NEED STATES WHICH CATEGORIES & BRANDS MUST SERVE
Duty Free can be broken down into four key need states, depending on the shopper typology served.
The need states describe the overall demeanour of the consumer, and are a key clue to engaging
shoppers in an appropriate fashion.
Note that one single category (e.g. premium confectionery) can address all four need states – with
product, presentation and experience all adapting based on the different needs.
A useful decision is to decide which need state is iconic for any category. For example, WHISKEY is at
its best in the ‘Seduce Me’ need state – where the consumer is captivated by a personal, emotional
world of discovery. CONFECTIONERY and FINE FOODS are best in ‘Surprise Me’ –where the
consumer is stimulated with new ideas which can solve real gifting problems.
SURPRISE ME: consumers are drawn by the multi-sensorial beauty of packaging, and the uniqueness
of what is on offer. Display is a big driver of attention – and consumers are delighted by choice and
novelty.
SEDUCE ME: this is a personal connection to the consumer which leaves a lasting impression – and is
often experiential: person-to-person. The consumer is brought on a journey which deeply engages
them.
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SERVE ME: Here the consumer is in logical, functional mode and focuses on
clarity, simplicity and ease.
REMIND ME: Here, the consumer welcomes any arms’ reach opportunity to purchase what is
needed. They are in a harried state and appreciate things that are made easy and fast.
DUTY FREE SHOPPING BEHAVIOURS
6. THE CRITICAL ROLE OF GIFTING IN Travel Retail
“A gift should not look like it’s been picked up,
last minute, at the airport”
“I simply want a quality, premium gift from
Ireland”
“I want it to look thoughtful and expensive”
“I’m drawn by the unusual and unique – like
dried crocodile meat in Cape Town”
Gifting is deferred pleasure. A gift’s value is only realised at the point of presentation to the
recipient.
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For the shopper, gifting is also a risk. Buying a gift means you have to place
yourself into the shoes of another. Often, the recipient of the gift is not well known by the purchaser
(e.g. colleague, distant relative). Thus, brands that do well in gifting help reassure the purchaser that
the gift will be appreciated.
Gifts are bought for three main reasons:
- Gifts which flatter: these gifts need to display their premium / expensive credentials overtly. They
are intended to send a message that giver values the recipient. They leave an impression.
- Gifts that endear: these gifts are all about binding people together. Here, the thought counts very
much, and the gift often has more universal appeal. They cement relationships and warm the
atmosphere.
- Gifts for myself: some gifts are made for oneself. Personal treats say clearly: yes, I deserve this.
These gifts are all about outward signs of luxury and defy normal logic regarding price. They can
sometimes be ‘outrageous’, because that’s the point.
When in gifting mode, the Duty Free shopper is deeply impacted by:
1. The role of packaging. For them, presentation is key. Great packaging is appropriate,
sophisticated and executed with great taste. Very often, beautiful presentation will seal the
deal – as it creates spontaneous excitement. A great gift makes its value obvious – it does
not hide its light under a bushel.
2. The role of uniqueness. A gift needs to feel special and have meaning (e.g. emblematic of
where I have travelled). In this sense, exclusivity is important in GTR. Gifts are not High
Street items – they are a special world apart.
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7. EXECUTING DUTY FREE RETAILING WITH ÉLAN
1. The meaning of Luxury. Luxury, for duty Free shoppers, is an environment and context as
well as a product. For luxury to work, it must be a holistic experience – something that is felt
and sensed – not just seen in the product.
2. The role of price discounts. Low prices are no longer the cornerstone of Duty Free. Price
reductions can have a role to play, but they often are not the key driver of purchase
decisions. Importantly, Duty Free is not the High Street, so consumers engage with prices
differently.
“The pricing rules are different in Duty Free”
“You don’t think of price first when you choose a gift”
“When I’m dealing with different currencies, I no longer understand”
3. Meaning of Value. In Duty Free, value has different meaning. Thus, in many categories, true
value is delivered not in price discounts or offers, but in excellent and special packaging
presentation. Except in very specific circumstances, price discounts are unlikely to change
behaviour in purchasing luxury goods.
4. Tasting & Sampling. The idea of tasting food and drink in Duty Free is deeply appreciated.
People have time and want to be entertained. Tasting is not about getting something free.
Rather, it should be seen as part of a brand experience – happening at a time when
travellers are open to the new. Tasting must have human interaction: an invitation to learn
and engage with the brand. Thus, the focus for tasting should be on creating indelible brand
experiences – not in maximising the number of ‘people sampled’.
“I dislike being assaulted by perfume sprays as I walk through”
5. Multi-sensoriality. The Duty Free traveller is not strictly logical. The real opportunity and
value comes from engaging their senses, not their cognition. Duty Free is, primarily, a visual
world. Focus is on aesthetic beauty of things that will capture notice. Aroma and touch play
significant roles in the world of luxury goods, where consumers seek to fully understand and
be transported by the brands on offer. All of these senses ladder to an emotional experience
which is deeply motivating.
“I like that magpie feeling. The feeling of being drawn by glitter”
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SOME BEST PRACTICE EXAMPLES FROM DUTY FREE
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8. WHISKEY, PREMIUM CHOCOLATES & FINE FOODS
OVERALL INSIGHT
 Consumers often the category in advance (e.g. pick up whiskey, pick up some boxed
chocolates), but leave the brand choice to the moment at the fixture. This is a major
opportunity for smaller players.
 When categories are poorly understood (e.g. a non-whiskey drinker purchasing whiskey),
brands come to the fore and are most powerful. Brands are shorthand for good decisions,
and eliminate risk. The reverse is also true.
BUILDING PREMIUM BRANDS THROUGH GREAT EXECUTION:
THE 4 P’s OF DUTY FREE
 The power of Presentation: the uniqueness and aesthetic quality of packaging is a key
decider for the premium purchasers. Packaging is a core focus for the luxury consumer.
Importantly, packaging does not need to be gaudy to be sophisticated. ‘Idiot proof’ lowest
common denominator packaging fails to impress.
 The Power of Stories: stories relate the narrative of a brand, conjuring the people behind it
as well the product’s craft. Stories bring truth and emotion into premium brands in Duty
Free – setting them apart and making them memorable
 Provenance is vital, when relevant: Travel is about going to new places. Often, the traveller
wishes to signal where he has been with a product whose provenance is clear and authentic.
 Price must be understood: premium shopping is not the place for ‘stack ‘em high’ volume
offers. This is counter to most shoppers’ needs and can undermine the brand. Price is about
being reassuringly appropriate for the need which the premium purchase fulfils
9. IRISH WHISKEY IN DUTY FREE
“Two expensive whiskies can taste very differently”
“Packaging should take away that airport look”
“I won’t buy run-of-the-mill stuff”
“I’m more comfortable buying something I’ve
tasted”
“If you arrive with a really good whiskey, you’ll make
a lot of friends”
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INSIGHT
 Irish whiskey is an established global premium category. It is relevant and compelling in any
market that appreciates fine whiskey. Irish Whiskey transcends its Irishness to become a
beacon of premiumness, no matter in which geography it is sold. It ‘deserves’ to be available
in Duty Free around the world.
 Many whiskey purchasers in Duty Free are not whiskey consumers / experts. They feel
unease and risk-prone in the category, and need support from trained staff to help them
navigate the whiskey world and make a choice.
 When whiskey understanding is low, packaging and price are proxies for quality.
 The world of whiskey thrives on stories and characters: brand propositions are not just made
from great liquid, but from the tradition, craft and personality of the master distiller as well.
 Whiskey lovers know it’s all about taste. There is a constant role for whiskey tasting – part of
a wider conversation to help fulfil the needs of the purchaser. In this regard, offering a set of
different whiskey brands and tastes (smoky / peaty / floral etc.) from a set of different Irish
regions would be a powerful driver for the purchaser.
RECOMMENDED ACTION PLAN TO GROW BUSINESS IN DUTY FREE
 MISSION: small brands offer something different to the major Irish Whiskey brands (e.g.
Jameson). Their job is to explain the narrative of burgeoning new Irish distilleries – and tell
their authentic stories. Their job is not to replicate what the big brands are doing
 TARGET: In Duty Free, the small brands’ primary target are whiskey connoisseurs (Explorers)
who are interested in exploring whiskey. Their secondary target are confident Gifters who
seek authentic new whiskies for whiskey lovers to discover
 OBJECTIVE: create memorable, branded premium experiences which lead directly to sales
 EXECUTION:
o People, people, people: the spokesperson for the brand needs to be informed and
passionate in order to create a memorable experience
o Tasting is both a sales and brand-building opportunity
o Tasting should always be accompanied by the brand story, and advice on the taste
(e.g. using the whiskey wheel)
o Consider pairing tasting with other whiskeys / foods to make the experience more
indelible
o Be proud to be small; act small, act differently, with great pride and passion
o Packaging presentation is key. Seek authentic ways to tell the brand story through
packaging; invest in specialness as a proxy for quality
o Liquid and range: whiskey aged statements are a key way to infer / declare value;
great brands offer range choice which helps consumers understand premiumness
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10. IRISH PREMIUM BOXED CHOCOLATES IN DUTY
FREE
“Chocolate is universal – kids, women, older people; everyone loves
chocolates!”
“I want to feel proud of my chocolate”
“I’d like to pre-order my favourite chocolates and have them waiting for
me!”
“Irish chocolates should be all about being hand-made and home-made”
“I wouldn’t buy boxed chocolates I can get in the supermarket”
“3-for-2 offers throw me off and makes me buy nothing at all”
“Pictures on the packaging make it idiot-proof, and down-market”
INSIGHT
 The chocolate category is split into ‘supermarket premium’ and ‘special premium’. Every
brand needs to know where it stands in Duty Free; it’s difficult to do both at the same time.
 Chocolate is loved by all. It is a safe gift that will be sure to please.
 Chocolates are ideal for sharing, so they suit gifts that are for many people at once (whiskey
can’t do this; it’s more personal).
 Premium chocolates are all about tastes, and aromas, and beauty of packaging.
 Chocolates purchased in Ireland should have clear Irish provenance – in packaging cues but
also in tastes and in promise. The challenge is to make this subtle.
 Many Irish chocolate brands are criticised (by non-Irish consumers) as being pedestrian,
poor quality packaging and non-special – and for focusing on price discounts which lack
relevance.
RECOMMENDED ACTION PLAN TO GROW BUSINESS IN DUTY FREE
 MISSION: Irish chocolate brands should dominate Boxed Confectionery in Ireland as the key
carriers of Irish provenance. Outside of Ireland, their role is to present unique premiumness
(supported by provenance message).
 TARGET: Gifters, Souvenir Hunters, Explorers & Routine Queens (see above): premium
chocolates have a broad target and must develop propositions to satisfy each
 OBJECTIVE: create multiple premium experiences which lead directly to sales
 EXECUTION:
o Packaging, packaging, packaging. This is the key way to deliver value in boxed
confectionery which is all about universal premium-ness. Improving packaging
quality (sophistication, attention to detail, aesthetic pleasure) is the core means of
building brands and growth.
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o
o
Product placement is highly important as confectionery can
fuel impulse-driven purchases at any moment. Multiple placement around the
shopping space (not just the confectionery corner, which is rather dull) builds
growth.
Pricing: larger packs with ‘healthy’ prices (€20-€40) have an important role to play as
the focus in brand-building. They signal premiumness and bring focus away from
price and on to the specialness of the propositions.
11. IRISH FINE FOOD IN DUTY
FREE
“This Fine Food world is only for gifts. I would
never buy it for myself”
“It should represent the finest of Irish food and
Irish craft”
“It’s the place for stories, like the guys behind The Happy Pear”
“I need to know that it’s authentically Irish”
“It might spoil”
INSIGHT
 Fine Food is ‘off-piste’ for the Duty Free shopper: it is both not on their radar as an obvious
purchase, and it is located away from the main action of Duty Free. Thus, it acts as a ‘fighter
category’ that must have a clear benefit in order to be noticed
 The best-foot-forward for Fine Foods is their authentic Irish provenance: they represent the
very best of Irish produce and are deeply authentic (they are small brands, acting small)
 The category must overcome two stumbling blocks with absolute clarity:
o Is this food legal to import into my country of destination?
o Will this food maintain its quality throughout my travel?
 Irish Fine Food is deeply relevant in Ireland (almost always as a gift), but has very little
resonance and relevance when presented in foreign airports. It is a provenance category.
RECOMMENDED ACTION PLAN TO GROW BUSINESS IN DUTY FREE
 MISSION: To arrive into the ‘consideration set’ of all gifters / souvenir hunters who pass
through Irish Duty free
 TARGET: Gifters and Souvenir Hunters
 OBJECTIVE: create a compelling premium gifting experiences which is reassuring
 EXECUTION:
o Stories, Stories, Stories. All premium food has a story to tell – about its ingredients,
its provenance, its people. Gifting brands should tell that story, beautifully.
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o
o
Provenance. Irishness is at the heart of this category –
expressed through fine ingredients, care and attention and traditions. This should be
clear, yet communicated in a sophisticated manner.
Reassurance: gifters must be informed in a positive manner regarding how quality
can be assured throughout their journey, and that the product is legal at their
destination.
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12. SUMMARY RECOMMENDATIONS
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