THE SIGNIFICANCE OF SHOPPING FOR TOURISM DESTINATION TO TRAVEL IS TO SHOP

Today’s shopping trends are evolving, and consumers are looking for new and unique experiences more than ever before. Earlier this year, United Nations reported that global e-commerce sales in 2019 increased 4% from the year previous bringing in a total of $26.7 trillion. Despite this growth online, several studies have shown a large amount of the population is still seeking in-store experiences. For example, Raydiant’s second annual State of Consumer Behavior Report, published in January of 2021, stated that 46% of respondents said that given the choice, they prefer to shop in person rather than online.

The activity of shopping, although it will continue to evolve and blend between the digital and physical realms, will always remain an attractive and engaging activity for many, as well as a reason to travel.

Create A Desirable Shop Local Tourism Destination

Driven by recent changes in consumer behaviour, the concept of leveraging shopping as a tourism attraction is growing in popularity. More and more consumers rather travel to shop at the place or in the country where products are originally made as people instinctively crave connected experiences. While you can certainly acquire almost everything by shopping online, you cannot duplicate that same satisfying experience you achieve when you go straight from the source. From this perspective, multiple shopping strategies can be cultivated to create a desirable shop local tourism destination. When developing these strategies, here are the top three factors a destination may need to take into consideration:

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*Identify your consumer shopping segments based on what’s locally available, made, or produced at your given destination

*Identify how to properly communicate the special connections between the local products/services and your destination that consumers can relate with.

*Identify how to leverage local amenities along with shopping, both natural and urban, that can help satisfy the desired experience at your destination and achieve repeat business.

Understand Current Trends

To maximize this opportunity further, it is important to understand the trends that will make this a successful endeavor. Without question, travelers want to feel more connected to the destination they are visiting, whether for cultural purposes or to simply seek out and explore a new and different place. This means that local retail spots have more to offer than the overly familiar big box brands that can be found just about anywhere. Local retail locations not only provide a unique physical setting but may also provide exclusive product offerings and one-of-akind items.

Another critical detail to consider is implementing more popular digitized payment methods. An international audience has been known to spend more when visiting, so why not make it more effortless to accept payments beyond just cash and card. Mobile-friendly payment options, such as Apple Pay and WeChat Pay, provide more opportunity to capture revenue from a visiting audience.

Niagara as a Shopping Tourism Destination

Niagara’s retail landscape is shopping destination worthy, with boutique shopping villages like Niagara-on-the-Lake and Jordan Village, or urban downtown areas like St. Catharines, to name just a few. Already a global destination, retail businesses in Niagara have an incredible advantage to strategically attract this emerging market. Amidst the shop local movement, what better way to help stimulate local retail businesses than by captivating travelers to spend more time (and money) directly within the local community while visiting Niagara. What isn't as familiar as our iconic Falls are the individual cities and towns that offer world-class experiences, including our retail sector. Look at The Post Office by Shannon Passero™, located in the beautiful downtown district of Thorold, Ontario. Collaborating globally from design to manufacturing, the store delivers a lifestyle clothing brand out of it’s 6,500 sq. ft.- award winning, historic boutique. This is one of many examples of substantial retail presence located in Niagara.

►►► “The Post Office attracts hundreds of new visitors to our community daily, which is not only attributed to the quality of products and customer service they provide, but also as a result of their outward communication strategy that draws people to the store.” Says, Marco Marino, Manager of Economic Development for the City of Thorold.

Perform An Updated Tourism Strategy

Niagara possesses a unique ability to capitalize on the tourist and commercial power that already exists, while leveraging the strength and support of ample destination marketing organizations and encouraging collaborations between hotels, bed and breakfasts, and travel and tour companies. These synergies can and should be used to reinforce the attractiveness of this destination through innovative messaging and programming that will attract the different shopping segments of the tourist market.

Individual businesses can contribute directly by redefining communication strategies. For example, constructing a powerful and suggestive itinerary that takes travelers through an experiential shopping day, from visiting local clothing boutiques, specialty food shops, to local farmer’s markets. Coupled with vehicle charging stations, detailed car wash garages, etc. — also creating itinerary to solve potential situations that travelers may be in. This does not mean that Niagara should not continue to focus on advancing the global awareness of the wine industry, or the expansive cultural and entertainment offerings, but there is no reason to miss out on the exceptionally lucrative traveler-driven shopping trends. All related establishments should work together to promote targeted shopping tourism campaigns to activate this experience throughout all of Niagara’s unique destinations.

In speaking with Eduardo R. Lafforgue, President & CEO at Niagara-on-the Lake Chamber of Commerce & Tourism NOTL, he expressed that a united front in one way or another is crucial. “We are working with other Chambers on multiple campaigns that promote how to take advantage of the many retail possibilities we have in Niagara, for example the recently launched #NiagaraMyWay campaign. Targeting to both a local and surrounding market such as the Greater Toronto Area (GTA) will yield positive results.” Said Eduardo.

Sources: https://news.un.org/en/story/2021/05/1091182 https://www.raydiant.com/blog/state-of-consumer-behavior-2021/ || Expert contribution by:

Marco Marino

Manager of Economic Development City of Thorold

“The revitalized Downtown Thorold attracts daily visitors to our community. This is attributed to the quality of products and customer service that the various shops and retailers provide, as well as the intentional communication strategy that business owners and the BIA collaborate and execute on.” Says, Marco Marino, Manager of Economic Development for the City of Thorold.

Eduardo R. Lafforgue

President & CEO Niagara-on-the-Lake Chamber of Commerce & Tourism NOTL

With a long history working in leisure, travel, retail & tourism industries, Eduardo leverages his international experience to strengthen this tourism footprint of Niagara-on-the-Lake.