METHODOLOGY
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ONLINE INTERVIEWS
Conducted between May 15-20,
2020 with m1nd-set’s database of
international travellers recruited at
over 60 airports worldwide.
TARGET GROUP SAMPLE SIZES
A total sample size of N= 1.500,
including flying for business and
leisure, as well as frequent and
occasional travellers, covering all
age groups.
International travellers from all
continents, who have flown at least
twice in the last 12 months, and
visited a travel retail shop at least
once during this time period.
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EXAMPLE 1. EXAMPLE 2. EXAMPLE 3.
m1nd-set research of the last years has proven the importance ofexperiential retail in engaging with increasingly demanding customers
In-store experience will become a “must-have” in order to compete against other channels, especially online which has gained relevance due to the Covid-19 outbreak.
Concerns and fears grown with the Covid-19 pandemic will make technology, digitalizationand virtual / augmented innovations become THE way forward to attract and engage with travellers.
Planning level of purchase and in-store engagement
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Specific planning
22%
General Planning
53%
Impulse25%
UNDECIDED SHOPPERS
There was a substantial opportunity to
engage undecided TR shoppers with
in-store elements thus boosting
conversion.
78%
Significantly higher for:
Souvenirs & Gift items
88%
Confectionery 84%
Jewellery & Watches
83%
Fashion & Accessories
81%
Role of experiential retail in driving purchases
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22%
29%
38%
51%
52%
58%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Recommendations
Stock-up
Convenience
Exclusivity / Differentiation
Gifts / Souvenirs
Experience in the store
Value / promotions
#1 Sampling / testing / free trials 21%
#2 Attractive displays / digital screens
16%
#3 Pop-up stores 12%
#4 Contest / in-store brand activations 12%
Impact of experiential retail on footfall and conversion
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21%
of TR visitors went to Duty Free / Travel Retail shops because they
enjoyed the experience
56%
of TR non-visitors would have been more willing to visit Duty Free /
Travel Retail shops if they were to find experiential retail
Role of sales staff in engaging customers (1/2)
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51%
29%
21%
INTERACTION WITH SALES
STAFF
Approached the sales staff
Approached by the sales staff
No interaction
50%
49%
7%
15%
29%
INFLUENCE OF SALES STAFF
The staff helped choosing
Bought something different advised by the staff
Wouldn't have purchased anything without advice
No influence
57%
55%
51%
INTERACTION
INFLUENCE
59%
58%
Role of sales staff in engaging customers (2/2)
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74%
OF DF BUYERS WHO INTERACT THOUGHT THE SALES STAFF PROVIDED HELPFUL
INFORMATION§ Personalized advice about products suitable for me /
gifting
§ New / different products
§ Information about the product/ brand
§ Price / Value advantage (vs downtown / online)
§ Samples / Testers
41%
OF DF BUYERS WHO INTERACTED THOUGHT THAT THE SALES STAFF CONTRIBUTED TO PROVIDE A
SPECIAL EXPERIENCE§ Bespoke advice
§ Excellent service attitude (polite…)
§ Personal interaction: friendly, warm, talkative
§ Highly knowledgeable about products
§ Helped find products quickly / efficiently
§ Helpful in general (e.g. carrying products to the cashier)
#3 Sampling / testing
What contributed to provide a pleasant shopping experience
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69% were purchasing items which stand out on the shelf /
display / counter
91%
Key elements of attraction
#1 Brand signage / signs
#5 Posters / digital screens
#4 Activations / gondolas / pop-up stores
#2 Packaging
48%
Touched / looked at / read information on the product in the DF shop before deciding to purchase
Tried / tasted products in the DF shop before deciding to purchase
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EXAMPLE 1. EXAMPLE 2. EXAMPLE 3.
m1nd-set research of the last years has proven the importance ofexperiential retail in engaging with increasingly demanding customers
In-store experience will become a “must-have” in order to compete against other channels, especially online which has gained relevance due to the Covid-19 outbreak.
Concerns and fears grown with the Covid-19 pandemic will make technology, digitalizationand virtual / augmented innovations become THE way forward to attract and engage with travellers.
1.
Covid-19 impact on the online channel
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plan to shop more onlinethan before the crisis
36%
average online spending than before the crisis
+23%
m1nd-set.com 12
EXAMPLE 1. EXAMPLE 2. EXAMPLE 3.
m1nd-set research of the last years has proven the importance ofexperiential retail in engaging with increasingly demanding customers
In-store experience will become a “must-have” in order to compete against other channels, especially online which has gained relevance due to the Covid-19 outbreak.
Concerns and fears grown with the Covid-19 pandemic will make technology, digitalizationand virtual / augmented innovations become THE way forward to attract and engage with travellers.
1.
How Covid-19 has changed our customers (1/2)
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ANXIOUS AND EMOTIONAL SOCIETY
claim the lockdown caused anxiety and stress
25%
31%
are worried about having less disposable money
IMPORTANCE OF TECHNOLOGY AND DIGITALIZATION
OVERALL TRUST ON BRANDS SPENDING AND PURCHASE CHANNEL
DIGITAL CONNECTIVITY HABITS AND LIFE APPRECIATION
61% doubt about brands / companies’ concrete engagement during the crisis and overall in social initiatives
will allocate less budget to shoppingthan before the crisis
61%
89%expect more digitalization andtechnology offers when shopping, eating out, using public transportation etc.
39% claim to “re-start”appreciating simple andvaluable things of daily life
58% are willing to use digital devices more frequently, e.g. to chat,
check assortment, pay, virtually try products, order, etc.
How Covid-19 has changed our customers (2/2)
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will refrain from being in proximity with retail
ambassadors / sales staff in the Duty Free shop
62%will refrain from testing /
trying products in the Duty Free shop
45%will refrain from
unnecessarily touching products in the Duty Free
shop
51%will be more likely to shop online and collect items
upon boarding / in arrivals
12%
L E A R N I N G S F R O M P R E V I O U S S U R V E Y
Most voted digital, technological and virtual innovations (1/10)
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#1APP AND QR CODE ON SMARTPHONE TO FIND OUT MORE ABOUT A PRODUCT/BRAND AND FOR FINAL PAYMENT
84%
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#2ROBOT / MACHINE WHICH SPRAYS FRAGRANCES WHEN BOTH THE BRAND AND PRODUCT NAMES ARE REQUESTED AND CORRECTLY PRONOUNCED
80%
Most voted digital, technological and virtual innovations (3/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#3DIGITAL SCREENS DISPLAYING AN ONGOING TRAILER ABOUT BRAND/PRODUCT’S HISTORY, ORIGIN, INGREDIENTS, USAGE, ETC.
78%
Most voted digital, technological and virtual innovations (6/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#4VIRTUAL MIRROR OR APP WHICH, VIA A SELFIE, ALLOWS CUSTOMERS TO VIRTUALLY TRY ON MAKE-UP AND PROVIDES ADVICE BASED ON THEIR FACIAL SKIN COLOUR, SHAPE, ETC.
72%
Most voted digital, technological and virtual innovations (4/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#5AR/VR EXPERIENCE TO PICTURE THE PRODUCT USAGE IN REAL LIFE, E.G. ALCOHOLIC BEVERAGE CONSUMPTION DURING A PARTY OR CHOCOLATE GIFT FOR CHILDREN
70%
Most voted digital, technological and virtual innovations (5/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#6A DEVICE WHICH PHOTOGRAPHS OR SCANS THE SKIN AND PROVIDES RECOMMENDATIONS ON THE BEST/MOST SUITABLE BEAUTY PRODUCTS TO BUY
69%
Most voted digital, technological and virtual innovations (7/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#7
AR/VR SCREENS WHICH BY ANSWERING A FEW PROFILING QUESTIONS (E.G. MOMENT OF CONSUMPTION, PURCHASE MISSION, ETC.) PROVIDE ADVICE ABOUT THE MOST SUITABLE PRODUCTS
65%
Most voted digital, technological and virtual innovations (9/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#8AR/VR SCREENS PROMOTING PRODUCTS/BRANDS USING ONE-TIME-USAGE 3D GLASSES FOR A MORE ENTERTAINING AND IMMERSIVE EXPERIENCE
64%
Most voted digital, technological and virtual innovations (2/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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#9
SMART SHOPPING CART ON THE MOBILE PHONE WHICH, BY FOLLOWING CUSTOMERS AROUND THE STORE, DETECTS WHEN AN ITEM IS SELECTED AND THEN DISPLAYS INFORMATION ABOUT THE PRODUCT
53%
Most voted digital, technological and virtual innovations (8/10)
T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
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T O P 1 0 T R A V E L L E R S ’ M O S T - W A N T E D L I S T F O R A M O R E E N G A G I N G P O S T - C O V I D - 1 9 A I R P O R T S H O P P I N G E X P E R I E N C E
#10APP WHICH ALLOWS CUSTOMERS TO CUSTOMIZE / PERSONALIZE THE PACKAGING OR WRAPPING OF THE PRODUCT IN STORE
47%
Most voted digital, technological and virtual innovations (10/10)
About m1nd-set
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m1nd-set is perceived as the leading research agency in the area of air travel, with the special strength of providing their clients with tailor-made research, analysis, actionable results and recommendations.
With airside access to over 60 airports worldwide, m1nd-set can easily reach international air travellers.
We have conducted more than 2 Mio interviews over the last 10 years with travellers at airports around the globe.
Among other projects, m1nd-set runs the Airs@t survey (in partnership with IATA) which is recognized as the industry benchmark for air passenger satisfaction.
m1nd-set is the worldwide leading agency in travel research, based in Switzerland. Our key sector of activity is airline, aircraft manufacturer, airport and travel retail research & consulting.
m1nd-set has been conducting thousands of qualitative and quantitative research studies around the world over the last decade, and has successfully provided marketing intelligence to numerous Fortune 500 companies.
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