LEADING ASIA PACIFIC OPERATORS: M1ND-SET
buy more beauty products than any other region and also spend the most money overall ($248 on average per customer). “AsPac shoppers are also spending the most in duty free on average,” reveals m1nd-set. “The global average is $189, with
Europeans spending the least ($104), followed by the Americans ($119).” Although AsPac shoppers spend
the most on average, as mentioned, they are clearly driven by special offers with more than half buying items that are on promotion (again, especially millennials). “But what is more interesting, is
that the majority buy at least one product for the first time/never bought before,” says m1nd-set. “This is probably explained by the fact that these shoppers seek exclusivity and are willing to try something new, not available in their home country.”
Staff drive sales Finally, the majority of AsPac shoppers (62%), once again millennials in particular, do interact with sales staff before purchasing (53% globally). Among those who interacted with a member of sales staff, 65% were influenced to make a purchase (58% globally). “In particular, they help undecided
shoppers choose the right product and advise the shoppers on different alternatives,” insists m1nd-set. Having a proactive sales team is
therefore crucial in influencing a significant amount of undecided shoppers to make a purchase. “The sales staff should be ready
to help with relevant information, taking into account triggers to purchase (e.g. value, gift items, uniqueness and exclusivity).” In a final conclusion, m1nd-set
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says that if behaviour of these AsPac shoppers remains the same, there is a huge opportunity to convert undecided shoppers into future planners and make sure that certain brands or products are being considered before a traveller leaves their house. “It is therefore extremely
Nine out of 10 AsPac shoppers plan their purchases
The vast majority, about 90% of AsPac travellers who end up making a purchase in duty free, do so because they pre- planned their purchase in advance. This is especially true of millennials. “However, the majority arrive at the
duty free shop without having made up their mind about which products to buy specifically… they only have a general idea about the category, the mission or
MAY 2019
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important to adapt pre-trip touchpoints to the planning level. [This is] crucial to enhance the pre- trip engagement by communicating
what the brands have to offer and ensuring higher exposure to touch points (both online and physical/personal sources of information).” «
the budget,” reveals m1nd-set. “This opens up huge possibilities
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to engage with undecided shoppers inside the store. Therefore, make sure your products stand out on the shelves, introduce in-store elements (e.g. gondolas and digital touch points) to ensure that their uniqueness/exclusivity/ value are highly visible in order to make them most likely to be chosen.”
TRBUSINESS 35
AsPac shoppers buy more beauty products than any other region and also spend the most money overall in duty free: $248 on average per customer.
TRBusiness
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