LEADING ASIA PACIFIC OPERATORS: M1ND-SET
Research and pre-planning: habits of Asian millennials
Travellers from the Asia Pacific region are more likely to visit a duty free shop and make a purchase than any other nationality and 90% of buyers do some pre-planning before they leave for their trips, according to m1nd-set. Charlotte Turner presents the top-line insights.
Above: The majority of those who interact with a member of sales staff are influenced to make a purchase.
A
round half of travellers from the Asia Pacific region (53%) visit duty free shops and
the vast majority end up purchasing something (81%). This is according to Swiss research firm, m1nd-set, which adds that this nationality is responsible for the best footfall and conversion rates of any other in the world. “As a benchmark, the lowest
figures are seen in Americas with a footfall rate of 33%, conversion rate of 47% and purchase rate of 15%,” says m1nd-set. Fifty-five percent of Asia Pacific
travellers are driven to purchase something because of its price or promotion and gifting is also a very strong motivating factor. “To further drive footfall it is
therefore crucial to address key drivers of those visiting the duty free
“I would highlight the fact that ‘Rational Pre- Planners’ are particularly representative among AsPac buyers… This mean that they tend to buy products they are familiar with, mostly due to previous research done before the trip.”
M1nd-set 34 TRBUSINESS
shops by clearly highlighting prices and promotions, ensuring attractive offers on specific products (e.g. gift items), but also to communicate with travellers before their trips about what brands and retailers have to offer,” continues m1nd-set. The passenger demographic is
mostly male, middle-aged (39 yo on average). These travellers tend to fly most often in economy class for leisure purposes. However, a considerable share of passengers still travel for business, alone or with colleagues/manager, in business class, says m1nd-set.
Touchpoints influence Asia Pacific travellers spend quite a lot of time at the airport, compared with other nationalities, at around two hours. This is not a surprise considering many shoppers pre-plan their purchases. M1nd-set notes: “I would highlight the fact
that ‘Rational Pre-Planners’ are particularly representative among AsPac buyers… This means that they tend to buy products they are familiar with, mostly due to previous research done before the trip. They tend to browse duty free shops quite a lot and allocate considerable time
to shopping.” Compared to other nationalities,
these customers are known to research products and brands intensely, with 46% of shoppers picking up cues from various touchpoints before arriving in the shop itself. Interesting, especially for the
beauty category, this share is significantly higher: around six out of ten AsPac beauty shoppers notice touch points before arriving in the duty free shop. As alluded to earlier, shoppers in
this region are especially driven by price advantage and value for money. However, exclusivity of products in travel retail, which are not available at home, is a key influencing factor in their decision-making process. Gifting also plays a role in the final decision to purchase. Interestingly,
information
provided by m1nd-set on the ‘purpose of purchase’ confirm that AsPac buyers tend to purchase more for themselves, especially millennials. However, gifting is also highly relevant and accounts for about four out of ten purchases, applying more to customers of older generations. Unsurprisingly, AsPac shoppers
MAY 2019
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