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According to Duty-Free News International, consumer research firm Shopping Behaviour Xplained (SBXL) are set to start a study of major airports and top brands in duty-free and travel-retail aimed at correcting “a distinct lack of shopper-specific airport retail research.”

In the article, an SBXL executive said current marketing and promotional activities conducted in airport stores were “largely ineffective” and that his firm plans to provide insight on things like identifying shopper demographics; the percentage of them making purchases and where; and the triggers and barriers to buying.

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