M1ND-SET CONSUMER PROFILE: AMERICAS TaUnlock the full potential... N
orth American travellers tend to make fewer trips to duty free stores than their
South American counterparts (22% vs 49%), however once they are in the store they are more likely to end up purchasing, according to Swiss research agency m1nd-set. According to its research on
travellers from the Americas, m1nd- set concludes that those from North America tend to browse more in alcohol and souvenirs & gifts, but tend to actually buy more in confectionery (as well as in souvenirs & gifts) and the vast majority plan their purchases in advance. “Interestingly, about half of North
American duty free shoppers buy as a gift,” says m1nd-set. “Products not available at home is their key driver to purchase duty free products, followed by availability of products suitable as gifts. Good value for money is a common reason for buying among both groups.” North American duty free
shoppers are often first-time buyers, and given their interest in products not available in their home country they are more likely to buy unique duty free items compared to those shoppers from South America.
Top categories purchased
North American TR Shoppers
Top Purpose of Purchase
Confectionery 34%
Souvenirs & Gifts 30%
Not
Alcohol 27%
available at home 35%
As a Gift 46%
Top Drivers to Purchase
Suitable as a gift
32%
Value for Money
31%
South American TR Shoppers
Top categories purchased Top Purpose of Purchase
Perfumes 43%
Oneself 51%
Confectionery 32%
$133 Top Drivers to Purchase
Lower conversion rate As mentioned, South Americans are far more likely to visit duty free stores than North Americans, but a slightly lower share of the former are converted into buyers. They visit more duty free categories on average than North Americans, but largely end up buying in perfumes and confectionery. Eight out of ten South American duty free shoppers plan their purchases, which is a higher percentage compared to North American shoppers. This group of shoppers spend more
on average, mainly on perfumes. Contrary to North Americans, they tend to buy more for self-
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The key differences in shopping habits between those from North and South America.
consumption, driven often by a clear price advantage. Indeed, about half of them buy products on promotion. “This interest related aspects
in value- is
also
reflected in their tendency to compare prices before making the final decision to purchase,” continues m1nd-set. “Consider their engagement in
duty free shopping, they are much more likely to notice touchpoints before arriving at the shop, mainly
online. Finally, compared to North Americans, they are more likely to interact with the sales staff and purchasing is often influenced by this interaction.” «
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“South Americans are far more likely to visit duty free stores than North Americans, but a slightly lower share of South American visitors are converted into buyers.”
TRBusiness TRBUSINESS 27 59 %
Buy product for the first time
rgeting travellers from he Americas
Thirty-two percent of travellers from the Americas visit duty free stores and among those visitors, 47% end up purchasing products, according to Swiss research agency m1nd-set. But what are the key differences between shoppers from North and South America? Charlotte Turner presents m1nd-set’s findings.
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