The Asia Pacific Travel Retail Association (APTRA) and m1nd-set’s 2014 programme of studies of consumer behaviour in travel retail, analyses the fashion, accessories and luxury goods product categories; with a special focus on eyewear.

 

The choice of topics was based on a survey of APTRA members to ensure that the resources invested by the Association benefit ultimately the duty free & travel retail industry in the Asia Pacific region.

 

The research will provide additional emphasis on motivations for gifting and the demand for personalised services. Work has already started on this study and the report will be made available exclusively to APTRA members in May.

 

In the second quarter, the spotlight will shift to a series of Airport Insights including the impact of security regulations on travel retail and on food and beverage consumption.

 

PASSENGER SATISFACTION

Passengers’ satisfaction with various airport retail elements, from the layout of shops to personalised gifts and wrapping services, will be analysed as well as their perceptions of the collaboration between the various travel retail stakeholders.

 

This study will also anticipate future travel retail trends and evaluate the latest services such as airport and shopping apps and the impact of social media on consumer behaviour.

 

Jaya Singh, President APTRA.

 

In the third quarter APTRA and m1nd-set will return to Consumer Insights, this time by nationality. The study will contrast shopping behaviour in the region exhibited by passengers from Asian markets such as China, Korea, Japan, Thailand, Indonesia, Philippines and Vietnam.

 

The study will also look at the attitudes of passengers from outside the Asia Pacific region and Russian travellers will be the subject of a special focus.

 

INFLIGHT CONSUMER BEHAVIOUR

Towards the end of 2014, inflight consumer behaviour will be considered. The Airline Insights study will assess factors such as the role and impact of promotions, how consumers rate travel retail inflight compared with airport retail, what motivates or prevents them from buying. Again the shopping behaviour of Asian consumers will be contrasted with those originating outside the region.

 

Jaya Singh, President APTRA: “The APTRA m1nd-set reports are designed to help members to understand how consumers perceive the range and value of products we offer in travel retail, what they think of the customer service they receive, and generally what motivates them to shop. With this knowledge we can better plan our business strategy to match and exceed the expectations of our customers.

 

“APTRA is trying to analyse the way today’s and tomorrow’s consumers want to shop and how best we can reach them. The APTRA studies help us to understand the role of travel retail as a marketing touch-point with travelling consumers and also to identify how social media could assist this process.”