INTRODUCTION How the votes were cast...
Both TRBusiness and m1nd-set were very excited about the fact that consumers finally had the chance to share their opinions and perceptions of duty free and travel retail shopping.
A
six-week judging process involved first-round blogger and vlogger (video blogger) assessments, followed by detailed analysis carried out among m1nd-set’s unique
database of international travellers. Nineteen categories in total (14 product and five airport) were put
in the spotlight. M1nd-set’s database comprises several hundred thousand
travellers from all continents all of which were recruited at departure gates around the world. For the Travel Retail Awards m1nd-set chose a representative
sample of 5,000 international travellers. Depending on which categories they were interested in, they were asked to evaluate the participating products based on a picture and a detailed description of the product, including the size and the average price. M1nd-set then gathered their opinions on key aspects such as
the product’s general appeal, uniqueness and its suitability for duty free. Then, as previously mentioned, a group of bloggers/vloggers
with different backgrounds from around the world were invited to a central location to obtain hands on experience of the products over the course of two days. Their opinions accounted for 30% of the score, while those
www.travelretailawards.com 7
5,000 travellers from m1nd-set’s unique database formed the majority and remaining portion of the score (70%). Travellers were also asked which airports they had recently
flown through. They had to evaluate each of these airports on several KPIs, such as the airport’s shopping environment, digital and social media offer and its sense of place. The Travel Retail Award winners were chosen based on the
evaluations of these consumers from all over the world. The finalists’ line up has been determined according to a minimum- scoring matrix in each category. Each participating product and airport has received their
individual feedback through detailed scorecards, which were sent to all participants shortly after the awards took place. (See p9 for more details). ¢
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