AMERICAS: CONSUMER PROFILE
North vs South America: consumer buying behaviour unboxed
As has been well-documented by Swiss research agency, m1nd-set, North American travellers tend to visit duty free stores less than those from South America. However, once in the store they are actually more likely to end up purchasing, reveals Project Manager, Anna Marchesini speaking to Charlotte Turner.
W
hilst North Americans tend to browse the liquor and souvenirs &
gifts areas of duty free stores, when it comes to making a purchase, they tend to actually buy more in confectionery and souvenirs. Interestingly, the vast majority of shoppers from this region plan their purchases in advance and about half of them buy products in duty free to gift (rather than to self-treat for example). Products not being available in
the local market is the key purchase motivator for North Americans, followed by ‘availability of products suitable as gifts’. “North American DF shoppers
are often first-time buyers and, given their interest in products not available in their home country, they tend to buy unique duty free
products; more so than South Americans,” reveals m1nd-set’s Project Manager, Anna Marchesini. “When targeting North American
DF Shoppers it is therefore extremely important to ensure the right assortment for their needs, thus focusing on products not available at home, or products suitable as gifts and unique duty free products. As these shoppers are less likely to enter the store, pre-trip communication and providing an attractive retail environment are both key to boosting conversion.”
Pre-planning purchases As pointed out previously, South Americans are far more likely to visit duty free stores but, compared to North Americans, a slightly lower share of visitors are converted into buyers. “They visit more categories
on average than North Americans, but ultimately end up buying a lot of perfume and confectionery products,” adds Marchesini. Eight out of 10 South American
duty free shoppers pre-plan their purchase; a higher percentage than in North America. “This group of duty free shoppers
“As [North American] shoppers are less likely to enter the store, pre- trip communication and providing an attractive retail environment are both key to boosting conversion.”
Anna Marchesini, Project Manager, m1nd-set
NORTH AMERICA TRAVEL RETAIL SHOPPERS
PURPOSE OF PURCHASE
46% Gift 38% Self
MOST PURCHASED CATEGORIES
17% Perfumes 18% Alcohol 20% Souvenirs & Gift items
32% Suitable as a gift KEY DRIVERS OF PURCHASE 35% Unavailable at home 34% Convenience 96$ Spending on average
42 Interact with %
sales staff 42 Purchase influenced by % the sales staff Forty-six percent of North American travel retail shoppers buy products to gift, according to m1nd-set’s Business 1ntelligence Service (B1S). MARCH 2020 TRBUSINESS 25
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