Report is based on a survey conducted among 5,000 travellers from all world regions
A new report by m1nd-set, a Swiss travel retail research agency, says that travellers plan their airport purchases well before reaching the airport. The report goes on to list other factors that influence the travellers’ behaviour in terms of shopping at airports.
In a press release, m1nd-set says that the report is based on a survey conducted among 5,000 travellers from all world regions. The report lists various elements of the customer journey and how this is impacted, and can be further influenced, from pre to post travel. The research highlights the importance of reaching consumers while still at home.
“There is a growing potential to capture shoppers online while at home, either during the travel booking process or between the booking and travel to the airport,” says the report that goes on to say that 8 out of 10 travellers plan their purchases prior to leaving for the airport. Just under a third plan their purchases specifically, meaning that when they arrive at the duty-free shop, they know precisely which product or brand they wish to purchase. Just over half of international travellers plan partially, with some idea of what they want to purchase. In terms of when they plan their purchase, the research reveals that around 40 pc of shoppers say they think about their airport purchase before leaving home, while 15 pc say they plan this while on the way to the airport.
Pre-ordering for pick up on arrival at the airport or home delivery is also a growing phenomenon, presenting further opportunities to generate shop visits and conversion, as well as increasing basket size. The report says that the main reasons for pre-ordering are the availability of special promotions (49 pc) and the offer of an attractive gift with purchase when pre-ordering online (30 pc).
“There is significant potential for increasing conversion by boosting communications around the duty-free offer at the airport and building awareness among travellers around the pre-ordering services. Nearly 60 pc of shoppers expressed an interest in either pre-ordering their duty free purchases and home delivery, but only just over one third are actually aware of the pre-order and airport pick up service and only one quarter are aware of the home delivery services. This means efforts are required on marketing the online duty-free retail offer at airports,” says Anna Marchesini, Business Development Head at m1nd-set.
The research also explores the aspects which drive passengers into the stores, while passengers are at the airport itself. Around 20 pc of store visitors said they entered the shop because the store looked inviting or attractive, 15 pc said they entered because they could see the products from outside and were lured in, while 14 pc said they went inside because they could see the promotions from outside the store. One in ten visitors said they entered the shop because of a special event or activation in or around the store.
According to m1nd-set, global shoppers in travel retail are expecting a much more digitalised experience in store. More than eight out of ten said they want to find out more information on products by scanning QR codes, while 8 out of 10 saying they want to choose fragrances on demand via machines or robots and 78 pc said they would like to have digital screens with more information on products. As many as 72 pc said they want to see Virtual Reality applications for testing make-up and fashion accessories, and 70 pc mentioned VR applications to discover more information about products and services.
According to the m1nd-set Customer Journey research, one of the key influencers of the instore customer journey is the shop personnel. More than six out of 10 visitors to the duty-free shops interact with the sales staff m1nd-set says, and just under 80 pc of the interactions produce a positive result with a purchase.
“The customer journey continues post-purchase to the customer retention phase with repeat purchases and recommendations by the shopper to their peers. Specific training on diverse techniques and training on cultural keys are essential therefore, to ensure the customer journey is positive both in store and beyond,” says Marchesini.
