SWEDEN. ‘Inside the mind of the modern consumer’ was the progressive theme of a well-attended Nordic Travel Retail Seminar in Stockholm on 12 June.
The annual event, held this year at the Elite Hotel Marina Tower, attracted a record 114 registered delegates from across Nordic markets – led by travel retailers and brand owners– and was moderated by The Moodie Davitt Report President Dermot Davitt.
After a welcome and update on association activity by Nordic Travel Retail Group Board Chair and Rémy-Cointreau Director Nordics Elsebeth Lillienschiold, delegates heard the first of a series of perspectives from external speakers as well as industry insiders on the way forward for the market.
Sara Wimmercranz, one of Sweden’s best known and most influential businesswomen and tech investors, led a breezy, interactive session on younger and emerging traveller groups and assessed how demographic changes and dynamics such as ‘bleisure’, ‘cool-cations’ and health and wellness will shape the future.
Portland Director Lewis Allen leant on the design consultancy’s insights into the modern consumer to build a picture of the changing nature of retail both in travel environments and on the high street.
He delivered a visually compelling account of the transformation of retail and how this reflects today’s ‘consumer truths’.
Key dynamics highlighted include the emergence of Gen Z, the importance of the circular economy, the cultural resonance of retail spaces, the rise of local, wellness, content commerce and knitting these ideas together, the power of experiences.
While many brick & mortar stores are closing around the world, he said, the physical space still has the potential to be the most powerful and effective form of media available to a brand.
Later, Pi Insight Founder Stephen Hillam revealed the findings of the first ETRC Nordic & Baltic Ferry Index, with strong input from most leading players in the regional maritime market.
He outlined sales performance for 2024 (-5.2% compared to a year earlier) – with the trend broadly mirroring passenger traffic – as well as spend per passenger and category development trends. Liquor continues to be the leading category at over one-third of sales, with beauty the leading category in growth terms. Full findings are shared with NTRG and ETRC members.
Looking ahead, the Ferry Index will be developed into an annual tracker. Further similar Indexes are under consideration, noted Hillam, including one for UK waters.
Avolta Senior Vice President, Commercial – Global Duty Free Joakim Hörnfeldt took a deep dive into Avolta’s approach to understanding and engaging Gen Z travellers in particular, and how the company is developing experiences to recruit and retain a new generation of shoppers.
A panel discussion followed featuring Avolta Nordics Commercial F&B Director Nina Johansson; Fjordline Commercial Concept & Project Manager Cecilia Alenfelt and Airshoppen Travel Retail Head of Marketing & Category Management Helle Kjær, with each presenting their views on key dynamics that will inform the next five years in travel retail.
The day concluded, as ever at the Nordic Travel Retail Seminar, with an inspirational keynote from an external speaker. Here, Dr. Anders Hansen, chief psychiatrist and economist from the Stockholm School of Economics, compellingly leaned on insights from his book, The Mind-Body Method, to address the role of physical activity in improving mental agility and creativity.
The day concluded on a social high note with a boat ride along the Stockholm shoreline to the conference dinner venue, the breathtaking Seaview veranda at popular restaurant Kajen Nacka Strand. ✈
