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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