Penetrating questions answered at DFNI Scandinavian Conference

Gavin Lipsith

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Delegates to the conference will be the first to hear new consumer research on the Scandinavian ferry retail market

Retailers at all travel locations face a burning question: how can they increase penetration in their stores among passengers whose prime motive is to travel, not to shop? The question is especially important in the Scandinavian ferry market, where there are several different types of passengers, some who come mainly to shop and others who may never visit a ferry outlet.

Delegates to the DFNI Scandinavian Conference—to be held on November 9-11 at the Radisson SAS Scandinavia hotel in Copenhagen—will be the first to see the findings of a major project investigating how Scandinavian ferry retailers can hone their retail offer, store layout and merchandising to improve penetration in ferry outlets. The research, carried out by travel and luxury goods consumer research specialist m1nd-set, will investigate consumer behaviour on the region’s ferries through 300 interviews conducted on four major routes.

m1nd-set’s project will be completed in September, just two months ahead of the DFNI Scandinavian Conference, giving delegates to the conference fresh, up-to-date findings on consumer motivation on board ferries. Partner Peter Mohn will present the research during a panel session on the second day of the conference—to be held on a DFDS Seaways vessel in Copenhagen.

Mohn said: “The presentation will focus on findings from the research that explain how ferry retailers can attract more passengers to their shops. We can show how much extra revenue they could generate if they increased penetration by 15%, for example.”

Drawing on m1nd-set’s previous research in other ferry markets, Mohn will also illustrate how consumer behaviour in the Scandinavian market differs from other ferry businesses around the world, and how that can be reflected in the retail offer.

Click here to learn more about the DFNI Scandinavian Conference.