M1ND-SET ASIA PACIFIC CONSUMER PROFILE Asia Pacific DF shoppers in numbers:
• 56% of duty free store visitors plan their visit in advance. • They purchase from an average of 2.2 categories in a duty free store. Among the most purchased are: 29% confectionery, 28% perfumes, 27% skincare, 27% souvenirs & gift items. • Eighty-six percent of buyers plan their DF purchase in advance: 22% planned to buy a specific brand/product and 65% planned their purchase partially (with some idea or budget in mind). • They spend $215 on average, mainly on perfumes (15% of total amount spent), clothing & accessories (15%) and skincare (14%). • Millennials from the region spend significantly higher; $271 on average, mainly on clothing & accessories (16%), skincare (15%) and perfumes (14%). • Forty-five percent purchase for themselves; 39% buy to gift; 9% to share and 7% do so on request for a friend or family member. • Among millennials from the region 50% purchase for themselves and 32% to gift.
middle-aged customers (49%). Asia Pacific duty free shoppers tend
to fly most often in economy class (57%) with business class shoppers representing 26%. Fifty-one percent of these shoppers are travelling for leisure purposes and 34% for business. Most of the time, buyers are
travelling with their partner/family (40%) or alone (35%). On average, shoppers from this region make four international trips per year and 79% of them visit a duty free store ‘on every trip’. However, only 45% of them
actually make a purchase on every trip. Importantly, the majority of Asia Pacific duty free visitors (78%) tend to spend two or more hours at the airport before
departure. “It is worth highlighting that ‘Rational Pre-Planners’ are particularly representative among Asia Pacific buyers,” says Marchesini. “This means that they tend to buy products they are familiar with, as a result of research conducted before the trip.”
80% conversion rate When it comes to buying behaviour, many retailers and brands are keen to find out footfall and conversion rates; especially for travellers from the Asia Pacific region. According to m1nd-set, 52% of
these passengers visit a duty free store (footfall) and among those visitors, 80% end up purchasing duty free products (conversion). Interestingly, travellers from this
“It is worth highlighting that ‘Rational Pre-Planners’ are particularly representative among Asia Pacific buyers. This means that they tend to buy products they are familiar with, as a result of research conducted before the trip.”
Anna Marchesini, Project Manager, m1nd-set
region visit on average 2.7 categories in a duty free store, however millennials visit on average 3.2 categories. Middle-aged shoppers browse in 2.6 categories, while seniors tend to only stick to two. «
According to m1nd-set’s B1S data, shoppers from the Asia Pacific region spend an average of $215 on duty free goods, per trip. MAY 2020 TRBUSINESS 49
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