UK-based Counter Intelligence Retail is launching a new research study into a hot topic of discussion in duty free and travel retail: the role of digital and social media in airport shopping.

 

CIR’s Digital Age survey – whose fieldwork is expected to start in September – is designed to “capture the role, use and expectations that digital and social media plays along the booking-to-boarding process” says the company.

 

Some 4,000 face-to-face interviews will be conducted with DF&TR shoppers in the airport environment to cover key nationalities. TRBusiness understands that airport locations will give coverage in the US, Europe, Middle East/North Africa and Asia, but CIR has not confirmed the specific locations at this stage.

The research house says: “The research will explore and interrogate the role of digital and social media at all key touch points along the passenger and shopper journey.”

 

HOW TO BRING PHYSICAL & DIGITAL TOGETHER

One difficult issue for DF&TR operators and airports is how to how to merge physical and digital sales into a cohesive and effective offer without detrimentally affecting shop sales. The Digital Age study seeks to address this.

 

CIR Managing Director, Garry Stasiulevicuis (left), says: “Digital experiences are now part of our everyday fabric and brands and retailers must embrace the opportunity to integrate the physical and digital worlds in a meaningful and appropriate manner.”

 

He continues: “At present, there are so many – possibly too many – digital activations in the market that shoppers and consumers have the chance to connect with. What we’re aiming to do is provide our clients with the knowledge and intelligence they need to make the right choices when using digital to connect with their target audience’.

 

As well as the face-to-face interviews, the study will include comment from industry leaders and insights from store personnel who have experience of digital-assisted selling plus the latest digital market trends and an audit of the current digital landscape in DF&TR.  

For more information on the study contact [email protected].