Click & collect is a growing phenomenon among retailers operating on the UK high street, but it's not something you automatically think of in relation to the airline industry and duty free goods. Thomas Cook, however, offers a service that allows its passengers to order ahead for their duty free items and have them delivered to their flight seat.

Essential Retail digital features editor, Caroline Baldwin, used the service on a recent trip to Tenerife. The question is, did the system work and was it a seamless experience purchasing her gin and Toblerone? Things were not so straightforward, she argues.

Click below to read the post on the Innovation Blog:

Duty free delivery