SUNGLASSES REPORT: M1ND-SET Value drives purchases for sunglasses in DF


Value provides travellers with the biggest motivation to buy sunglasses in duty free, with 88% citing this as the reason they shopped in this category, according to m1nd-set’s Business 1ntelligence Service (B1S).


A


fter value, customer experience is hugely important to travellers


making sunglasses purchases in DF&TR, with 77% of those surveyed by m1nd-set saying that the experience they had in a sunglasses store motivated them to buy. In fact the quality of the shopper’s


experience in-store is more highly valued by those making sunglasses purchases than those shopping for other fashion & accessories items. Over a fifth (21%) of all those


travellers surveyed said they purchased sunglasses before they left for the airport (at home). Interestingly, 13.2% actually


bought on the way to the airport and 13.8% actually bought in the airport itself before entering a duty free store. However, by far the biggest


percentage of purchases were made in the store after customers had the opportunity to browse; 34% of those surveyed said they bought in-store. This is especially the case for


those in the senior category (aged over 55), 61% of which made their sunglasses purchases in-store. Fifty-seven percent of those


travellers surveyed said they like to take advantage of promotions in-store, whereas 56% said they bought because the items was unique. Interestingly, 66% were first-time duty free buyers. Looking more closely at the


profile and shopping motivations of these first-time buyers, m1nd- set concludes from its survey that around a third of those who chose to spend their money on sunglasses did so on products they had bought before (from another retail channel, either downtown, on the High Street or online). «


Over a fifth (21%) of all those travellers surveyed said they purchased sunglasses before they left for the airport (at home).


TRBusiness & m1nd-set


Survey Methodology


• 1,500 respondents • Participants of this survey were recruited using m1nd-set’s unique database of international travellers. • Nationals and Residents from all continents who travelled internationally in the last three months. • The data was extracted from m1nd-set’s Business 1ntelligence Service (B1S).


Travellers who purchased sunglasses before leaving for the airport


Before leaving for the airport (at home)


Before leaving for the airport (at destination)


Millennials 20.2%


10.1%


Middle-Aged 24.0%


10.%


Senior 16.7%


5.6%


Total 21.0%


9.6%


Main reasons for buying Sunglasses in Travel Retail & Duty Free 88.0% 77.2% 62.3% 59.9% 42.5% 38.3% 32.3% 22.2% Travellers are looking for value in the sunglasses category. 18.6% 12.0%


JULY 2017


TRBUSINESS 41


Stock-up Others Staff


Convenience Prescription Travel


Exclusive/ Different


Suitability for specific purpose


Experience in the store


Value


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