shopping behaviors in airports - info - may 2012
DESCRIPTION
Synopsis of the second version of our Passenger ResearchTRANSCRIPT
Shopping Behaviors in Airports
Passengers lost in transac4on Why some buy? Why too many don't?
JMG-‐Research -‐ 114 Rue de Montreuil -‐ 75011 Paris -‐ France -‐ Tel. +33 (0)1 83 62 19 92 -‐ Fax +33 (0)9 72 14 53 65 www.JMG-‐Research.com -‐ contact@JMG-‐Research.com
Your contact: Jérôme Goldberg
An interna4onal profiling Second edi4on presenta4on May 2012
In our previous 2011 edi4on…
© Shopping Behaviors in Airports May 2012
We have drawn shopping behavior profiles of the airport passengers, highligh4ng common pa]erns and specific ones, depending of the different na4onali4es. • Key topics were:
§ Factors driving them into the shops, or keeping them away… § Product categories they look at and categories/brands they buy… § Planned purchase vs. impulse buying… § Why they buy and for whom: own use/gib/request/etc… § Why they don't buy… § Price percep4on of Travel Retail vs. local market… § Product affinity… § Aftude vs. the Shop Advisors… § Effects of promo4on/gibs/exclusive products/etc… § etc.
• We have calculated the key ra4os by na4onality:
§ Penetra4on Rate: % of Pax entering the shops by category & sub-‐category. § Conversion Rate: % of buyers among Shop visitors. § Global Purchase Rate: % of buyers among total Pax.
What's new in this second edi4on…
© Shopping Behaviors in Airports May 2012
We have fine-‐tuned the exis4ng shopping behavior profiles and improved our global understanding of passenger expecta4ons, thanks to:
• 5,631 interna4onal travellers ques4oned, from 20 key countries, including BRIC one's…
• New tracking on behaviors at Depar4ng & Returning Airports and during Depar4ng & Returning Flights…
• New ques4ons, specific to: § The Depar4ng & Returning Airport environment. § The key categories. § Social media tools. § Airline shopping.
• More detailed results, comparing differences for: § Men's vs. Women's. § Frequent flyers vs. non-‐frequent ones. § Business passengers vs. Leisure passengers. § Regular airline passengers vs. Charter/LCC passengers.
Na4onality monitored…
© Consuming Behaviors in Airport May 2012
We have prepared a total of 5 different reports:
§ WORLD: Comparing World results with Top Regional results
§ EUROPE: France UK Germany Spain Italy Netherlands The Nordic countries Russia
§ ASIA PACIFIC: Japan Australia New China India New South Korea Hong Kong New
§ AMERICAS: United States Argen4na New Brazil Mexico New
§ BRIC: Brazil Russia India China
What's new in this second edi4on…
© Shopping Behaviors in Airports May 2012
We also offer our subscribers the op4on to ask for ad-‐hoc specific analysis, based on criteria from the database:
§ Either on all respondents…
§ Or specifically to some of them, with selec4on on criteria like na4onality, age, sex, business/leisure travel…
§ Or specifically to some of them, with selec4on on answers like categories/sub-‐
categories/brands checked or bought (or not checked!), shop visitors or non-‐visitors, etc.
§ Or focus on some of the key airports, based on respondents depar4ng & returning loca4ons (see next page).
Possible Airport Focus…
© Shopping Behaviors in Airports May 2012
Airport Visitors Airport Visitors Airport Visitors 1 Tokyo Narita 402 31 Berlin-‐Schönefeld 80 61 Perth Inerna4onal Airport 37
2 Seoul Incheon 352 32 München Franz Josef Strauß 80 62 Aeropuerto Internacional de Brasilia 35
3 Paris CDG 347 33 Düsseldorf 76 63 Dublin Interna4onal Airport 35
4 HK Interna4onal Airport 323 34 Domodedovo 74 64 Las Vegas 35
5 London Heathrow 319 35 Guangzhou Interna4onal Airport 74 65 Saint Petersburg 35
6 Aeropuerto Ezeiza 305 36 Miami Interna4onal Airport 71 66 Honolulu 34
7 Madrid Barajas 288 37 Aeroporto Internacional do Rio de Janeiro/Galeão 68 67 Newark 34
8 Amsterdam Schiphol 279 38 Brisbane Airport 67 68 Praha 34
9 New York JFK 220 39 Palma de Mallorca 63 69 Cairo interna4onal 32
10 Sydney Interna4onal 192 40 Orly 62 70 Dominican Republic 32
11 Roma Fiumicino 189 41 Oslo Airport 59 71 Napoli 32
12 Mexico Airport 188 42 Manchester Airport 58 72 São Paulo/Congonhas Airport 32
13 Beijing Interna4onal Airport 157 43 Berlin Tegel Airport 54 73 Flughafen Köln-‐Bonn 31
14 Indira Gandhi Interna4onal Airport 155 44 Tokyo Haneda 53 74 Atlanta 30
15 Shanghai Pudong Int 143 45 Osaka 51 75 Alicante Airport 28
16 São Paulo-‐Guarulhos 137 46 Brussels Airport 49 76 Bangalore Interna4onal Airport 28
17 Bankok 135 47 Dubai Airport 48 77 Billund Airport 28
18 Barcelona Airport 132 48 London Stansted 48 78 Denpasar 28
19 Copenhagen Airport 118 49 Istanbul 46 79 Hamburg Airport 28
20 Los Angeles 117 50 Kuala Lumpur Interna4onal Terminal 46 80 La Havane 28
21 Antalya Airport 112 51 Chicago 45 81 Lyon 28
22 Frankfurt Interna4onal Airport 110 52 San Francisco 45 82 Washington 28
23 Melbourne Airport 109 53 Arturo Merino Benitez 42 83 Aeroporto Marco Polo 27
24 Taipei Airport 102 54 Lisbon 41 84 Auckland Airport 27
25 Arlanda Airport 96 55 Malaga Airport 40 85 Monterrey 27
26 Changi Airport 95 56 Vancouver Interna4onal Airport 40 86 Orlando Airport 28
27 Shereme4evo 91 57 Cancun 39 87 Athens Interna4onal Airport 26
28 Milano Malpensa 89 58 Pearson Interna4onal Airport 38 88 Phuket Airport 26
29 London Gatwick 86 59 Vienna interna4onal airport 38 89 Cordoba 25
30 Mumbai Airport 84 60 Guadalajara 37 90 Milano Bergamo-‐Orio al Serio 25
Your interest as a subscriber…
© Consuming Behaviors in Airport May 2012
This research is aimed primarily at the Trinity members: brands, operators and airport authori4es. As a manufacturer, you will then be]er understand:
§ what passengers are expec4ng of your product category… § what can have an impact on them once in the shops… § what a]racts them and helps to improve the sales… § which na4onali4es can be targeted… § etc.
As an operator or an airport authority, you will then be]er understand:
§ what exis4ng & future passengers are expec4ng to find in the shops… § what kind of cross-‐selling you can push… § what can help you to improve foozall and conversion… § what can be done to improve the shopping experience… § etc.
Methodology & Na4onality sample…
© Consuming Behaviors in Airport May 2012
We con4nue to rely on CAWI (Computer-‐Assisted Web Interview) to get the raw informa4on. The first report has validated that, as expected, we receive reliable data and in line with on-‐loca4on interview results. We have selected a leading online panelist to handle this part of the research. A total of as many as 5,631 interna4onal travelers were interviewed, selec4ng people aged 18+ having travelled abroad by airplane at least once in the last 6 months :
§ EUROPE: 2,531 respondents, with more than 300 in both France, UK, Germany, Spain, Italy, Netherlands, Russia and the Nordic countries (Sweden, Denmark & Norway).
§ ASIA: 1,866 respondents, with more than 300 in both Japan, China, South Korea, Australia, India & Hong Kong.
§ AMERICAS: 1,234 respondents, with more than 300 in both the USA, Brazil, Argen4na & Mexico.
Next steps…
© Consuming Behaviors in Airport May 2012
Based on the conclusions of the research, and following the feedback from the users, we plan for the future to move to new developments like:
§ Including new countries
§ Including subscriber-‐specific ques4ons
§ Focus on specific products or categories
§ Focus on specific na4onali4es, like Chinese from different 4er-‐Ci4es
§ Ad-‐hoc on-‐loca4on research
§ Annual updates to monitor any behavior changes
§ Qualita4ve research or focus-‐group to more specific ad-‐hoc inves4ga4on
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Shopping Behaviors in Airports -‐ Subscrip4on Form
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Please return by email, fax [+33 972 145 365] and/or by regular mail
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JMG-‐Research -‐ 114 Rue de Montreuil -‐ 75011 Paris -‐ France -‐ Tel. +33 (0)1 83 62 19 92 -‐ Fax +33 (0)9 72 14 53 65 www.JMG-‐Research.com -‐ contact@JMG-‐Research.com