m1nd-set insights contribute to DFWC academy resources

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Swiss research agency m1nd-set has announced it will be providing the Duty Free World Council with a series of insights reports as part of the recently-launched DFWC Academy training programme. The reports are drawn from m1nd-set’s regular shopper insights reports which the research agency conducts via its consumer insights and traffic data tool ‘B1S’ – Business 1ntelligence Service – and published via its monthly news report ‘m1nd-ful’. 

Ten individual reports from m1nd-set will be available for download by DFWC Academy trainees from the online resource library. m1nd-set has compiled the reports around the two central modules of the DFWC Academy training: ‘Driving Customer Engagement’ and ‘Delivering Excellence’. The modules address the specifics of duty free retailing and the differences in customer behaviour between domestic and travel retail shopping environments, focusing on the various types of customer profiles, behaviour motivations and expectations and how to adapt customer service to optimise engagement and the customer experience. They also reveal the various marketing, merchandising and category management techniques specific to the duty free retailing environment, including retail innovations and sales techniques intended to enhance the customer experience and increase sales. 

The reports selected by m1nd-set to assist the trainees in their twelve-week training course complement the modules with specific case studies and detailed shopper insights relevant to both modules, according to the Swiss research agency. To address the module on customer profiles, the m1nd-set reports will cover the unique shopping behaviour of different shopper profiles, namely age segments, regional profiles and nationality specific shopper behaviour reports. These will include the most recent report on travellers from the Middle East and Africa region, Chinese travellers’ shopper behaviour and a focus on both the Millennials and older age-groups. Other segments are also covered among the shopper insights reports available to trainees, such as First-Time-Buyers in duty free shops and an in-depth study of gift shopping in duty free.  

To address the module on marketing, merchandising and sales techniques, m1nd-set is providing insights reports on key themes such as the importance of engaged employees and creating unique customer experiences as a means to influence shoppers. Other topics include how experiential retail is a key factor in increasing footfall and conversion rates, and the importance of communications touch points – both traditional and digital – in persuading travellers to visit the shops and purchase. The report highlights the extent to which each touch point along the passenger journey from home to gate can impact the undecided shopper. 

Commenting on the partnership m1nd-set Owner and CEO Peter Mohn said: “Education is a fundamental part of our business and inherent to our values at m1nd-set. We see how shopper behaviour changes considerably across multiple variables, not just regions and demographics but also over time. This is especially true in today’s society with population increases affecting the dynamics of international travel and the traveller profile”. m1nd-set Travel Retail Research Director Clara Susset added “We believe it’s vital to provide the DFWC Academy trainees with a sound understanding of the current trends, how shopper behaviour can change across these variables and how staff are vital in the whole retail experience for shoppers. We are delighted to contribute to this very worthwhile training programme and to help industry trainees to understand the unique context of the international travel retail sector.”

Derek Hughes, Managing Director at IIR, the DFWC’s professional e-learning partner for the DFWC Academy, “…”.  We greatly Welcome and are delighted with our partnership with Mindset and their engagement with the Academy. This builds upon the whole Travel industry community-based Academy ethos. Mindset data and insight can be gold dust for insights into customer behaviour within our Industry. To have this great insight within the Certificate course provides the student an unbeatable resource.    


For more information, please contact Peter Mohn pmohn@m1nd-set.com or Clara Susset csusset@m1nd-set.com


About m1nd-set

m1nd-set is the largest independent and privately owned travel and travel retail research agency, based out of Switzerland. It conducts research for clients across all world regions, working for over one hundred companies in the travel sector, including brands from all product categories, as well as a number of the duty free and travel retail associations and several leading retailers in the industry.

m1nd-set is present with local interviewers at over 60 airports on a regular basis to conduct on-site research. It also has its own database of regular international travellers. Corporate social responsibility is a fundamental part of the company’s philosophy and each year commits a minimum of 10% of profits to charity, mainly for unprivileged children in developing countries.

For more information:

Dr. Peter Mohn, Owner & CEO |    T: +41 21 925 5025  | pmohn@m1nd-set.com

About the Duty Free World Council

The Duty Free World Council, the DFWC, is the industry association representing the interests of the global duty free and travel retail channel and has the overall objective of creating the optimal operating environment for the industry that will allow it to achieve its full potential.

Contact: Gerard Murray, Executive Secretary,  gerard.murray@dfworldcouncil.com

About the Institute for International Retail

IIR is an international e-learning provider to the retail industry and is responsible for the delivery of the DFWC Academy.  IIR works with a team of instructional designers, industry experts and a broad range of education and learning specialists to ensure the highest standard of learning and development.  All IIR courses are rigorously assessed by the Continuing Professional Development (CPD) Standards office and all CPD points awarded are globally recognised.

Contact: Derek Hughes, Managing Director, director@iiretail.com