{"id":1981,"date":"2021-03-12T05:56:00","date_gmt":"2021-03-12T05:56:00","guid":{"rendered":"https:\/\/www.echolution.com\/?p=1981"},"modified":"2021-03-12T15:57:32","modified_gmt":"2021-03-12T15:57:32","slug":"eu-arrivals-duty-free-a-digital-first-opportunity-for-travel-retail","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/fr\/news\/eu-arrivals-duty-free-a-digital-first-opportunity-for-travel-retail\/","title":{"rendered":"L'opportunit\u00e9 hors taxes des arriv\u00e9es dans l'UE"},"content":{"rendered":"


<\/strong>Avec le Brexit derri\u00e8re nous au Royaume-Uni, il y a une nouvelle intention de faire des arriv\u00e9es en franchise de droits de l'UE dans les a\u00e9roports une opportunit\u00e9 commerciale pour l'industrie du commerce de d\u00e9tail de voyage. Mais o\u00f9 et quand ? Et cela peut-il \u00eatre une opportunit\u00e9 num\u00e9rique d'abord pour les parties prenantes du commerce de d\u00e9tail de voyage ?<\/p>\n\n\n\n

\u201cAvec 27 pays accessibles aux touristes britanniques pour visiter et faire des achats en vertu de nouvelles lois, la perspective des arriv\u00e9es en duty-free dans l'UE repr\u00e9sente une opportunit\u00e9 significative pour les d\u00e9taillants de voyage d'offrir des promotions bas\u00e9es sur la g\u00e9olocalisation.,<\/em><\/strong> <\/em>dit Eamonn Leacy fondateur d'Echolution. <\/em><\/strong><\/p>\n\n\n\n

\u201cEt maintenant, c'est plus num\u00e9rique et plus dynamique<\/em><\/strong>, que pr\u00e9-pand\u00e9mie en raison des changements de comportement d'achat des voyageurs.\u201d<\/em><\/strong><\/p>\n\n\n\n

Un nouvel axe de lobbying sur les ventes en franchise de droits aux arriv\u00e9es dans les a\u00e9roports de l'UE donne espoir \u00e0 l'industrie du voyage et du commerce de d\u00e9tail en difficult\u00e9 dans la r\u00e9gion, selon un rapport de Conf\u00e9d\u00e9ration europ\u00e9enne des commerces de voyage (ETRC)\u00a0<\/a>en partenariat avec ACI Europe et le cabinet de recherche York Aviation.\u00a0<\/p>\n\n\n\n

Le rapport fournit des preuves du potentiel b\u00e9n\u00e9fice \u00e9conomique r\u00e9alisable si l'UE r\u00e9visait la l\u00e9gislation actuelle pour permettre aux passagers venant de pays tiers d'effectuer des achats en franchise de droits et de taxes \u00e0 l'arriv\u00e9e dans les a\u00e9roports de ses \u00c9tats membres. <\/p>\n\n\n\n

D'apr\u00e8s les chiffres de fr\u00e9quentation de 2019, l'\u00e9tude a r\u00e9v\u00e9l\u00e9 que les boutiques hors taxes situ\u00e9es dans les zones d'arriv\u00e9e auraient g\u00e9n\u00e9r\u00e9 environ 4,3 milliards d'euros de valeur ajout\u00e9e brute (VAB) et 1,6 milliard d'euros de recettes fiscales. Ces retomb\u00e9es (pour les a\u00e9roports en difficult\u00e9) sont r\u00e9alisables en exploitant une opportunit\u00e9 commerciale qui reste totalement inexploit\u00e9e, indique le rapport. Il estime que les ventes hors taxes dans les boutiques des zones d'arriv\u00e9e pourraient repr\u00e9senter entre 20 et 30 % du chiffre d'affaires total du commerce de d\u00e9tail dans les a\u00e9roports de l'UE. <\/p>\n\n\n\n

De plus, comme le Royaume-Uni ne fait plus partie de l'UE, le nombre de passagers non europ\u00e9ens augmentera consid\u00e9rablement, et de nombreux petits a\u00e9roports b\u00e9n\u00e9ficieraient grandement des ventes au d\u00e9part des magasins hors taxes et hors taxes \u00e0 l'arriv\u00e9e. <\/p>\n\n\n\n

Bien que les achats d\u00e9tax\u00e9s \u00e0 l'arriv\u00e9e soient courants dans de nombreux a\u00e9roports du monde entier, y compris dans des pays de l'EEE tels que la Norv\u00e8ge et la Suisse, ils ne sont pas actuellement autoris\u00e9s dans l'UE, qui ne permet les ventes d\u00e9tax\u00e9es que pour les passagers quittant le bloc de l'UE. <\/p>\n\n\n\n

Alors que le CTRC fait pression pour ce changement en 2021, il est clair qu'un passage \u00e0 l'autorisation de ventes hors taxes et hors taxes \u00e0 l'arriv\u00e9e pour les visiteurs de pays tiers r\u00e9tablirait la concurrence pour les a\u00e9roports de l'UE en ligne avec leurs homologues internationaux, et cr\u00e9erait des revenus bien n\u00e9cessaires pour les a\u00e9roports qui souffrent encore d'un trafic de PAX consid\u00e9rablement r\u00e9duit apr\u00e8s la pand\u00e9mie.  <\/p>\n\n\n\n

Les d\u00e9penses m\u00e9diatiques offrent une opportunit\u00e9 commerciale parall\u00e8le<\/strong><\/p>\n\n\n\n

Outre le fait de permettre aux a\u00e9roports de l'UE d'augmenter leurs revenus commerciaux gr\u00e2ce aux boutiques hors taxes \u00e0 l'arriv\u00e9e, il existe une opportunit\u00e9 commerciale associ\u00e9e en liant la vente au d\u00e9tail en voyage \u00e0 une augmentation des d\u00e9penses m\u00e9diatiques sur les sites publicitaires des a\u00e9roports. <\/p>\n\n\n\n

\u201cAvec la perspective de l'arriv\u00e9e de voyageurs dans les a\u00e9roports cl\u00e9s de l'UE, viennent le pouvoir d'achat et le budget marketing. Les marques de commerce de d\u00e9tail de voyage pourraient cibler les passagers avec des campagnes dans les a\u00e9roports de destination.<\/strong><\/em><\/p>\n\n\n\n

\u201cC'est cette opportunit\u00e9 bas\u00e9e sur la localisation pour stimuler davantage d'activit\u00e9s d'achat num\u00e9riques \u2018 appel \u00e0 l'action \u2019, qui pourrait apporter un coup de pouce bienvenu au march\u00e9 de la vente au d\u00e9tail de voyages. Les a\u00e9roports doivent devenir un march\u00e9 d'inventaire publicitaire beaucoup plus actif,<\/strong>\u2019<\/em> dit Leacy.   <\/p>\n\n\n\n

Olivier Jankovec, directeur g\u00e9n\u00e9ral d'ACI Europe, d\u00e9clare que les a\u00e9roports de l'UE ont actuellement un besoin urgent de soutien gouvernemental : \u201c Compte tenu du r\u00f4le unique que jouent les a\u00e9roports en tant que portes d'entr\u00e9e \u00e9conomiques, il est imp\u00e9ratif que toutes les mesures soient prises pour les maintenir ouverts en ces temps difficiles. Les a\u00e9roports de l'UE perdent actuellement des centaines de millions d'euros de revenus commerciaux potentiels au profit de leurs homologues non membres de l'UE chaque ann\u00e9e. Les droits et taxes hors taxes \u00e0 l'arriv\u00e9e permettront de d\u00e9placer les ventes au d\u00e9tail des pays tiers vers l'a\u00e9roport d'arriv\u00e9e de l'UE. \u201d<\/p>\n\n\n\n

Trafic Brexit<\/strong><\/p>\n\n\n\n

Une nouvelle \u00e8re de shopping duty-free post-Brexit a \u00e9t\u00e9 lanc\u00e9e au Royaume-Uni et la derni\u00e8re \u00e9tude de march\u00e9 de \u00e9tat d'esprit<\/a> points \u00e0 une opportunit\u00e9 prometteuse pour les a\u00e9roports britanniques et les corridors de voyage de l'UE, qui devraient voir une augmentation potentielle de 156 millions de clients \u00e9ligibles en transit. <\/p>\n\n\n\n

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Le Royaume-Uni est le mieux plac\u00e9 pour b\u00e9n\u00e9ficier du retour des ventes hors taxes dans les cat\u00e9gories d'alcool et de tabac, avec 78,7 millions de voyageurs suppl\u00e9mentaires \u00e9ligibles dans le canal de vente au d\u00e9tail des a\u00e9roports, selon la recherche.<\/p>\n\n\n\n

Apr\u00e8s le Royaume-Uni, le march\u00e9 europ\u00e9en de premier plan qui devrait b\u00e9n\u00e9ficier du changement des r\u00e8gles de taxation apr\u00e8s le Brexit sera l'Espagne, selon m1nd-set. L'Espagne devrait attirer 16,5 millions d'acheteurs potentiels \u00e9ligibles aux duty-free, l'Italie suivant de pr\u00e8s avec pr\u00e8s de 8 millions, l'Allemagne avec un peu plus de 7,3 millions et l'Irlande avec plus de 6,6 millions. Selon l'infographie, la France, les Pays-Bas, le Portugal, la Gr\u00e8ce et la Pologne compl\u00e8tent le top 10. <\/p>\n\n\n\n

Selon m1nd-set et JCDecaux rapport<\/a> \u00c0 la mi-2020, on constate un fort engouement pour le retour aux voyages et nous devrions assister \u00e0 une \u2018 consommation de rattrapage \u2019 dans ce domaine d\u00e8s que possible. Selon le sp\u00e9cialiste de la publicit\u00e9, 79% des 2 500 voyageurs interrog\u00e9s \u00e0 l\u2019\u00e9chelle mondiale ont d\u00e9clar\u00e9 \u00eatre pr\u00eats \u00e0 prendre l\u2019avion pour des vols internationaux d\u00e8s que les restrictions le permettront. Par ailleurs, 84% des personnes interrog\u00e9es ont indiqu\u00e9 qu\u2019elles se rendraient dans des boutiques hors taxes lors de leurs prochains voyages et 38% continueront \u00e0 y faire leurs achats. L\u2019un des principaux enseignements de cette enqu\u00eate est que la publicit\u00e9 dans les a\u00e9roports continue de susciter des perceptions positives. De plus, la plupart des voyageurs passent \u00e0 l\u2019action apr\u00e8s avoir \u00e9t\u00e9 expos\u00e9s \u00e0 la publicit\u00e9 dans les a\u00e9roports, ce qui confirme l\u2019effet \u2018 drive-to-store \u2019 (incitation \u00e0 se rendre en magasin).<\/p>\n\n\n\n

JCDecaux investit dans davantage d'actifs d'affichage num\u00e9rique ext\u00e9rieur (DOOH) dans les a\u00e9roports, \u00e0 la fois pour les informations bas\u00e9es sur les donn\u00e9es et pour les opportunit\u00e9s d'engagement. L'entreprise affirme qu'il existe un subtil \u00e9quilibre entre cr\u00e9ativit\u00e9 et donn\u00e9es qui permet aux propri\u00e9taires de m\u00e9dias et aux annonceurs d'accro\u00eetre la notori\u00e9t\u00e9 de la marque et le rappel publicitaire, gr\u00e2ce \u00e0 la personnalisation du contenu. \u201c L'objectif est de contextualiser les informations choisies, de personnaliser et d'am\u00e9liorer la pertinence du contenu \u201d, indique-t-elle. \u00c0 titre d'illustration, les \u00e9crans num\u00e9riques de JCDecaux \u00e0 l'a\u00e9roport de Bruxelles diffusent des messages aux expatri\u00e9s arrivant en Belgique dans leur langue maternelle pendant une campagne organis\u00e9e avec la banque BNP Paribas Fortis et Havas Media.<\/a><\/p>\n\n\n\n

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Changements \u00e0 la t\u00eate : A\u00e9roports de l'UE<\/strong><\/p>\n\n\n\n

Nous devrions examiner quels a\u00e9roports europ\u00e9ens sont les plus fr\u00e9quent\u00e9s et ont donc le plus grand potentiel pour les arriv\u00e9es d'achats hors taxes dans l'UE. <\/p>\n\n\n\n

Les r\u00e9cents rapports de classement des a\u00e9roports ont montr\u00e9 des mouvements dans le top 10 des a\u00e9roports mondiaux pour 2020 par rapport \u00e0 2019, en tenant compte de l'impact de Covid-19 sur le nombre de passagers. <\/p>\n\n\n\n

En examinant les performances des a\u00e9roports europ\u00e9ens par rapport \u00e0 la situation mondiale, le tableau de bord de la reprise mondiale des 10 principaux a\u00e9roports de ForwardKeys a connu de nombreux changements. L'indice (voir ci-dessous) montre que les a\u00e9roports d'Amsterdam Schiphol, Paris Charles de Gaulle, Francfort, Istanbul et Madrid-Barajas ont tous gagn\u00e9 des places au classement du trafic mondial de passagers de janvier \u00e0 octobre 2020 par rapport \u00e0 la m\u00eame p\u00e9riode en 2019. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

ForwardKeys a partag\u00e9 avec Echolution certains des points saillants de ses donn\u00e9es de vols les plus r\u00e9centes. En se concentrant principalement sur le trafic passagers pendant la p\u00e9riode des f\u00eates de No\u00ebl, certains mouvements ont \u00e9t\u00e9 observ\u00e9s dans le classement des 10 principaux a\u00e9roports europ\u00e9ens de la soci\u00e9t\u00e9 en 2020 par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente. <\/p>\n\n\n\n

\"\"
Pour les voyageurs internationaux au d\u00e9part des a\u00e9roports europ\u00e9ens pendant la p\u00e9riode des f\u00eates de No\u00ebl de d\u00e9cembre 2020 \u00e0 janvier 2021 par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente : les donn\u00e9es de ForwardKeys montrent que six a\u00e9roports de l'UE sont rest\u00e9s dans le top 10, par rapport \u00e0 l'ann\u00e9e derni\u00e8re, y compris les mouvements d'Amsterdam Schiphol (AMS) qui a remplac\u00e9 London Heathrow (LHR) en t\u00eate, tandis qu'Istanbul (IST) a gagn\u00e9 trois places par rapport \u00e0 l'ann\u00e9e derni\u00e8re. Les principaux changements dans le top 10 ont \u00e9t\u00e9 Paris Orly Field (ORY), Istanbul Sabiha Gokcen (SAW), Lisbonne (LIS) et Zurich (ZRH) qui ont grimp\u00e9 dans le top, au d\u00e9triment de London Gatwick (LGW), Barcelone (BCN), Vienne (VIE) et Munich (MUC).<\/figcaption><\/figure>\n\n\n\n
\"\"
Les 10 nationalit\u00e9s les plus repr\u00e9sent\u00e9es ont repr\u00e9sent\u00e9 64% du volume total des voyages pendant la p\u00e9riode de No\u00ebl 2020.
La nationalit\u00e9 la plus repr\u00e9sent\u00e9e \u00e9tait celle du Royaume-Uni (13%), malgr\u00e9 les p\u00e9riodes de confinement entre le 31 octobre et le 2 d\u00e9cembre 2020.<\/figcaption><\/figure>\n\n\n\n
\"\"
Les 10 meilleures compagnies a\u00e9riennes pour No\u00ebl 2020 : les voyages internationaux ont repr\u00e9sent\u00e9 57% du trafic a\u00e9rien total cette ann\u00e9e, contre 75% l'ann\u00e9e pr\u00e9c\u00e9dente.<\/figcaption><\/figure>\n\n\n\n
\"\"
Perspectives pour f\u00e9vrier \u00e0 mars 2021. Le graphique inclut tous les passagers (domestiques \/ internationaux) et tous les a\u00e9roports du monde entier, afin de comparer les principaux a\u00e9roports de l'UE.<\/figcaption><\/figure>\n\n\n\n

Points cl\u00e9s d'Echolution :<\/em><\/strong> Si l'activit\u00e9 de lobbying de l'ETRC et d'ACI Europe porte ses fruits et que l'UE autorise les ventes en duty et tax free \u00e0 l'arriv\u00e9e, les acteurs du travel retail devront rapidement trouver comment cibler ces voyageurs \u00e9ligibles dans les nouveaux lieux. <\/em><\/em><\/p>\n\n\n\n

\u00c9cholution propose des produits marketing \u00e0<\/em> marchands afin qu'ils soient \u00e0 la pointe des comportements d'achat num\u00e9riques des voyageurs, en mutation et inter-Covid. En superposant des ensembles de donn\u00e9es mondiaux et r\u00e9gionaux avec des donn\u00e9es propri\u00e9taires de marque ainsi qu'une utilisation connue des appareils dans des lieux cl\u00e9s (la \u2019 datastack \u2018), Echolution peut cr\u00e9er une intention d'achat pr\u00e9planifi\u00e9e chez les passagers, d'autant plus que de nouveaux march\u00e9s s'ouvrent en Europe.\u00a0<\/em><\/p>\n\n\n\n

Ici, il y a une r\u00e9elle opportunit\u00e9 pour les op\u00e9rateurs de travel retail d'adopter une mentalit\u00e9 ax\u00e9e sur le num\u00e9rique, de mettre en \u0153uvre une gamme de technologies de vente au d\u00e9tail omnicanales et sans friction, attirant ainsi de nouveaux clients vers de nouveaux points de vente. <\/em><\/em><\/p>","protected":false},"excerpt":{"rendered":"

With Brexit under our belts in the UK, there is fresh intent to make EU duty free arrivals in airports a commercial opportunity for the travel retail industry.\u00a0 But where and when? And can this be a digital-first opportunity for travel retail stakeholders? \u201cWith 27 countries for British tourists to visit and shop under new […]<\/p>\n","protected":false},"author":4,"featured_media":1993,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[50,49],"tags":[74,70,17,73,71,72,36],"class_list":["post-1981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-insights","category-duty-free-shopping","tag-aci-europe","tag-brexit","tag-echolution","tag-etrc","tag-forwardkeys","tag-jcdecaux","tag-m1nd-set","entry","has-media"],"yoast_head":"\nThe EU arrivals duty free opportunity | Echolution<\/title>\n<meta name=\"description\" content=\"With 27 countries for British tourists to visit and shop under new laws, the prospect of EU duty free arrivals represents a significant opportunity for travel retailers to offer geolocation promotions\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.echolution.com\/fr\/news\/eu-arrivals-duty-free-a-digital-first-opportunity-for-travel-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The EU arrivals duty free opportunity | Echolution\" \/>\n<meta property=\"og:description\" content=\"With 27 countries for British tourists to visit and shop under new laws, the prospect of EU duty free arrivals represents a significant opportunity for travel retailers to offer geolocation 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