ForwardKeys: Chinese Shopper Tracker unearths spending data for travel retail

By Luke Barras-hill |

Special attention is being placed on Hainan Island. Source: ForwardKeys.

Travel data analyst ForwardKeys has launched its *Chinese Shopper Tracker for travel retail professionals.

ForwardKeys has joined up with a ‘major payment provider’ in China to create an interactive dashboard revealing the spending habits of Chinese travellers at airports and duty free stores and how shopper profiles are evolving.

The dashboard offers intelligence on spending data (transactions, visits, average spending, total spending and more) and shopper profiles (shopper origin, age groups, credit card brand, spend, preferred hotel brands and travel destinations and more.)

Brands and retailers can also choose to upgrade the scope of analysis to benchmark duty free spending at competing locations (China and international) and to examine the consumption of luxury goods and brands in select cities in China.

Marina Giuliano, Director of Travel Retail, ForwardKeys.

ASSESSING SPENDING LEVELS

Marina Giuliano, Director of Travel Retail at ForwardKeys said: “This unique spending data helps brands and retailers understand what kind of consumers they can expect at specific locations and what is their full spend contribution.

“The service provides real quantitative data and insights to allow the travel retailers to readjust their strategies to target Chinese shoppers when travelling domestically during these challenging times.”

In response to raised offshore duty free allowance and free trade zone pilot, ForwardKeys has placed particular attention on Hainan Island.

“The Chinese Shopper Tracker (Hainan Edition) provides you with the opportunity to understand what types of travel audiences shopped in Hainan before the outbreak of Covid-19 and how this has been changing along the weeks since when stores have welcomed Chinese travellers again,” added Giuliano.

“Thanks to exceptionally fresh data, it allows you to make data-driven decisions on future marketing and retail strategies.”

The Chinese Shopper Tracker features a dashboard offering insights on spending data and shopper profiles.

In separate but related news, ForwardKeys has forecast that domestic air travel in China is on course for a full recovery this month.

*Historical data is available from 2018. Interested parties can choose to access the data via the dashboard or flat files to suit their business intelligence strategy. For more information, click here.

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