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Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
Shopping Behaviors In Airports - Info - May 2012
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Shopping Behaviors In Airports - Info - May 2012

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Synopsis of the second version of our Passenger Research

Synopsis of the second version of our Passenger Research

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  • 1. Shopping  Behaviors  in  Airports   Passengers  lost  in  transac4on   Why  some  buy?  Why  too  many  dont?   An  interna4onal  profiling   Second  edi4on  presenta4on   May  2012   Your  contact:  Jérôme  Goldberg  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  
  • 2. In  our  previous  2011  edi4on…   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  dont  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.    ©  Shopping  Behaviors  in  Airports  May  2012  
  • 3. Whats  new  in  this  second  edi4on…   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  ones…     •  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:   §  Mens  vs.  Womens.   §  Frequent  flyers  vs.  non-­‐frequent  ones.   §  Business  passengers  vs.  Leisure  passengers.   §  Regular  airline  passengers  vs.  Charter/LCC  passengers.  ©  Shopping  Behaviors  in  Airports  May  2012  
  • 4. Na4onality  monitored…   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  ©  Consuming  Behaviors  in  Airport  May  2012  
  • 5. Whats  new  in  this  second  edi4on…   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).  ©  Shopping  Behaviors  in  Airports  May  2012  
  • 6. Possible  Airport  Focus…   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  ©  Shopping  Behaviors  in  Airports  May  2012  
  • 7. Your  interest  as  a  subscriber…   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.  ©  Consuming  Behaviors  in  Airport  May  2012  
  • 8. Methodology  &  Na4onality  sample…   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.  ©  Consuming  Behaviors  in  Airport  May  2012  
  • 9. Next  steps…   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    ©  Consuming  Behaviors  in  Airport  May  2012  
  • 10. Shopping  Behaviors  in  Airports  -­‐  Subscrip4on  Form   q  Standard  subscrip5on        Contact  us   Includes  a  Key  Facts  Presenta4on  mee4ng  (if  based  in  Europe;     for  outside  of  Europe  meeFng,  contact  us)   Report  delivered  in  PPT  format     q   Premium  subscrip5on        Contact  us   Includes  full  Standard  subscrip4on,     plus  confiden4al  ad-­‐hoc  analysis  Company:                            Invoicing  details:  Subscriber  name:  Email:                    Date:          /        /  2012                  Signature:                  Intra-­‐EU  VAT  n°:   The  given  budget  excludes  taxes.  VAT  will  be  added  on  orders  invoiced  in  France.   50%  of  the  budget  will  be  invoiced  upon  subscrip4on;  50%  upon  report  delivery.   Please  return  by  email,  fax  [+33  972  145  365]  and/or  by  regular  mail   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  

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