AMERICAS: CONSUMER PROFILE Americas DF shoppers in numbers:
• Americas duty free buyers are equally split between women and men, middle aged – 48 years old on average – but with a low representative share of millennials (18%). • DF buyers tend to fly in economy class (67%). Those in business class account for 20%; for leisure purposes 55% and business purposes, 25%. • Most of the time, buyers are travelling with partner/family (49%) or alone (35%). • On average, buyers make three international trips per year and 81% of them visit a DF store on every trip. • However, only 51% of them buy at a DF store at every trip. Majority of Americas DF visitors (89%) tend to spend two hours or more at the airport before departure.
“Contrary to North Americans, [South Americans] tend to buy more for themselves, driven often by a clear price advantage. Indeed, about half of them buy products on promotion.”
Anna Marchesini, Project Manager, m1nd-set
spend more on average, mainly on perfumes. Contrary to North Americans, they tend to buy more for themselves, driven often
At the airport, 34% of North American shoppers are motivated by convenience.
by a clear price advantage. Indeed, about half of them buy products on promotion.” This keen interest in ‘value’, is
also reflected in their tendency to compare prices before making the final decision to purchase and considering their fondness of duty free shopping, they are much more likely to notice touchpoints before arriving at the shop, mainly online, highlights m1nd-set. Finally, compared to North Americans, they are more likely to interact with the sales staff. “When targeting South American
SOUTH AMERICA TRAVEL RETAIL SHOPPERS
PURPOSE OF PURCHASE
51% Self 37% Gift
MOST PURCHASED CATEGORIES
37% Perfumes 14% Alcohol
KEY DRIVERS OF PURCHASE 26% Unavailable at home 34% Good value for money 37% Price advantage 134$ Spending on average
58 Interact with %
sales staff 47 Purchase influenced by % the sales staff South American travel retail shoppers make a purchase most often on perfumes (37%), according to m1nd-set. 26 TRBUSINESS MARCH 2020
duty free shoppers, brands and retailers should instead keep in mind their high engagement with duty free shopping and the importance attributed to value-related aspects,” insists Marchesini. “Value for money and promotions
needs to be communicated in the pre-trip phase, but also have to be clearly communicated inside the shop and in the wider retail environment to ensure that a higher share of visitors are converted into buyers. Ensuring proactive and helpful sales staff are on hand is also a must.” «
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