subject: Dutyfree Online : Meeting the Needs of the Next Generation by:Sharon Ng [print this page] Even though online shopping is currently a worldwide phenomenon, it is expected to continue growing to dominate mainstream consumer habits. IMRG research results showed that UK shoppers spend an average of 2400 per year, accounting for 10% of all retail sales, which is set to increase to 20% over the next five years.
As web technologies and e-commerce applications are increasingly accepted by consumers, the socio-economic effects will create an environment where online shopping becomes inclusive, whereby all individuals will be able to access the service, despite their varying levels or abilities. Additionally, online shopping will become normalised and integrated to everyday activities. As a result, business will react to these trends and there will be an ever increasing diversification of online shopping, making available a wider range of products and services. As the web develops and incorporates emerging technologies, the process of online shopping will become easier, quicker, safer and more valuable.
According to Emarketer, retail e-commerce in the US is set to expand nearly 100% from 2008 to 2013, with online travel spending, such as dutyfree shopping, increasing from $95.3 million to $117.7 million in 2013. The increasing acceptance and use of online shopping facilities is illustrated by additional predictions that online shoppers in the US will increase in total from 144.2 million in 2008 to 177.7 million in 2013. As a percentage of the population, it is remarkable, as in 2010, just under 9 out of 10 internet users will browse, review and purchase products online.
Evolving demographics and the emergence of Generation Y and the iGeneration are only acting to accelerate the use of e-commerce applications and online shopping. This population cohort is the first to grow up within a digital world driven by the internet. They comprise a large segment of the consumer population, equating to 26% of the population in the USA and 27% in New Zealand and Australia. As this generation has evolved in a society that has intertwined consumerism and e-commerce applications, it is the social and economic norm to utilise such tools in the everyday operations of life. This means that whenever they consider purchasing a product, more than likely they will peruse the internet for a solution, find reviews and product discussions to assist in their evaluation and purchase decision, and once finalised, will purchase their products in an online environment.
The characteristics of the tourism product, being intangible and increasingly competitive, those within, and providing ancillary services and products to the industry, are turning to online shopping to give them an edge in the marketplace, while dealing with the issues of intangibility through innovative photos, videos and emotive text being embedded online to assure consumers of product quality. A leader in the successful development of online shopping is dutyfree stores. Not only do they offer great products at reduced prices, but when purchasing dutyfree online, you experience the convenience of shopping from home and the security that the products you have purchased are genuine and top quality.
About the author
Sharon Ng is the Consumer Marketing Manager for DFS New Zealand and Australia.
She has over 7 years marketing experience and has been working for DFS since June 2008. She has worked in numerous multi national corporations both locally and abroad giving her a wealth of knowledge and experience to draw upon.
Sharon has also traveled extensively throughout the Pacific, Asia and Europe allowing her to understand the duty free environment on a global scale. Sharon has a natural love of travel and is drawn to the luxury brands offered in the international market. She has a passion for representing a handful of those brands in her local market of New Zealand through the DFS Galleria stores, at both the downtown and airport locations.
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