One of the key needs among brands in terms of consumer research is to understand more about why travellers do NOT purchase in the duty free and travel retail shops. This latest study, commissioned from Counter Intelligence Retail, was undertaken among more than 6000 consumers worldwide. It sheds light on some of these questions such as who the non-shoppers are, how they behave in the airport when travelling and what the main barriers to entry are. The study also provides some recommendations for converting these non-shoppers into customers.

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Understanding shopper segments and the characteristics of each segment is fundamental to any brand wishing to improve its marketing, brand positioning, promotions and ultimately, the sales performance. The cross-category study gives an in-depth understanding of how the various segments shop in duty free and travel retail outlets, their brand and price sensitivity and what their motivations to purchase are. This research, the first of its kind in the duty free and travel retail sector, identifies 14 unique shopper segments globally. It is a concrete step towards understanding the customer better.

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TFWA’s 2011 exclusive member research focuses on variety of topics on consumers from around the world. Four quarterly reports monitor the behaviour and attitudes to airport shopping of consumers from four world regions: Europe, North America, Asia Pacific and the Middle East. The reports deal with airport shopping behaviour, looking at what travellers spend on and why they don’t purchase, the attitude to promotions and offers, footfall and conversion rates and consumers’ opinions of best practice in travel retail across the globe. Each quarter, a separate report for each world region will be available to download.

Full reports complimentary for TFWA Members: please log in.