FASHION & ACCESSORIES REPORT M1nd-set’s top tips for fashion retailers and brands
Most of the final decisions to purchase a specific fashion & accessories item happen once inside the store, specifically after customers have spent time browsing, according to m1nd-set. Focusing on how and why those
shoppers decide to purchase, m1nd- set’s Business Intelligence Service (B1S) reveals that value, in-store experience, exclusivity, but also interaction with the sales staff represent key aspects in their path to purchase. “Very few shoppers have made up
their minds about the brand/product they want and final decision to purchase tends to only happen inside the store,”
overall); and 51% of F&A visitors decide to make their purchase while in the store itself. This is lower versus duty free shoppers overall, according to Marchesini. The remaining 6% make their decision on the way to the airport. “In line with their planning
behaviour, AsPac F&A shoppers are more likely to decide before leaving for the airport,” elaborates Marchesini.
“African/Middle
Eastern customers (60%) and Americans (60%) instead, are more
Unlock the full potential...
says Marchesini. “Engage with impulse and undecided shoppers through compelling in-store elements and innovative shopping experience.” M1nd-set also advises that retailers
and brands should focus on developing proactivity of sales staff, and relevance of the interactions they make in order create a higher impact on shopper decision-making. “Revisit the retail concepts, store
design, etc to create more reasons for travellers to visit and buy. Use the latest technology – such as virtual and augmented reality, artificial intelligence and interactive touchpoints – which
likely to make their decision once inside the store, especially after looking around.”
Self purchases favoured Perhaps unsurprisingly, compared to duty free purchases overall, F&A items are more likely to be bought for the individual making the purchase and less likely to be bought as gifts. When it comes to barriers to
purchase, aspects related to value and promotions are highly likely to be mentioned by F&A buyers as the
promise much more than a transaction and will maximise dwell time.”
Shoppers from the Asia Pacific region spend proportionately more on fashion & accessories products ($195) compared to those from Africa/Middle East ($125); Europe ($100); and the Americas ($99).
TRBusiness
main driver to purchase (89% vs 84% for duty free shoppers overall). Interestingly, millennials tend to spend significantly more on products
Fashion & Accessories Shoppers in Travel Retail
This content is for subscribers only. TOP NET DRIVERS TO PURCHASE F&A IN DF
To receive a full digital copy of the July issue, plus 12 monthly print editions and the critically acclaimed TRBusiness Top 10 International Operators Report, please visit
# 1
3
#
2 #
MOMENT OF DECISION TO PURCHASE:
www.trbusiness.com/subscriptions14% 44%
Before leaving for the airport
On the way to the airport 6%
Inside the Duty Free shop
JULY 2020 28%
At the airport (before going to the DF shop)
52% TRBUSINESS 35 OF VISITORS
INTERACTED WITH THE SALES STAFF
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50
