The Asia Pacific Travel Retail Association (APTRA) reports that a record 270 people attended its recent 2016 series of APTRA/KPMG Insights Seminars which covered insights on consumer behaviour and other issues relevant to the duty free & travel retail community.

 

The DF&TR association said its seminars in Sydney and Hong Kong (15-18 November) attracted 160 delegates where data was presented by APTRA, KPMG, m1nd-set and guest speakers TravConsult. In addition, another 110 delegates attended similar seminars in Singapore and Mumbai earlier this year.

 

Peter Mohn, Owner & CEO of m1nd-set presented insights on Asia Pacific traveller shopping behaviour, concentrating some detailed analysis on millennial travellers, their paths to purchase, information sources and technology usage in travel retail.

 

 

‘WEBROOMING’ AND ‘SHOWROOMING’

Just one nugget was his reference to ‘webrooming’, where he said that consumers researching online before buying in store is now more important than ‘showrooming’ (i.e. research in store, but purchase online) and he urged brands and retailers to ensure that both shopping experiences are of a consistently high standard.

 

In addition, KPMG’s Willy Kruh looked at the technology landscape in retail today and how to engage with the increasingly connected consumer. He said tomorrow’s retail environment is likely to include drones, robotics and artificial intelligence, plus 3D printing and hydroponic growing techniques. He also offered his analysis on millennials and generation Z consumers who dominate the market.

 

 

KMPG AND THE CONNECTED CONSUMER

By contrast, Anson Bailey of KPMG China covered the connected consumer most specifically in China, pointing out that an omni-channel approach is essential. The next step should be an omni-business model, he said, with seamless integration of all functions centered on the consumer. The marketplace will, he said, be driven by value, convenience and experience.

 

APTRA added: “While at the Sydney seminar attention homed in on the Australian retail market, in Hong Kong the luxury market was the focus with additional input from Mario Ortelli, Head of Luxury Goods at Bernstein investment bankers.

 

 

“He described the size, breadth and breakdown of the luxury market and said that they expected a more normal 3-4% annual growth rate over the next five years, with increasing importance of Chinese consumers who currently account for 30% of global luxury spend.

 

“Asian market tourism and retail specialists TravConsult’s Trevor Lee and Lilly Choi-Lee exposed various cultural keys for engagement with specific Asia Pacific nationalities and advised delegates to aim for a positive customer experience.

 

 

ADVOCACY CAMPAIGN UPDATES…

“These keys may include staff members who speak Chinese regional dialects and other means of connecting with the traveller. They focused on China, Indonesia – the ‘dark horse’ – and India as examples of nationalities with distinct characteristics, but who share a passion for retail and tourism.”

 

Michael Barrett, APTRA Executive Officer then updated delegates on recent advocacy campaigns in which the association and its partner organisations have been involved over recent months and was able to report ‘a number of notable successes’.

 

Networking sessions also provided additional opportunities for delegates to interact, with cocktails kindly sponsored by Brown-Forman and Pernod Ricard.