Swiss research agency m1nd-set has released its latest impact report on how to drive footfall and conversion into airport shops. The report, which is based on interviews with international travellers from around the world highlights the importance of curating retail experiences to drive more footfall to airport shops.

Currently, only 14% of global passengers visit duty free shops because they enjoy the experience, according to the research findings. The report demonstrates the potential to improve footfall through better shopping experiences.

The study also indicated that 51% of travellers who do not visit duty free shops would do so if they knew they would discover experiential retail. This means there is a potential to significantly increase footfall if travellers knew in advance they could expect more curated shopping experiences at airport shops.

In addition, 89% of international travellers say they find downtown shopping environments are better at providing experiential retail than airport shops. Millennials are the most satisfied with the airport shopping experience out of all age groups followed by middle-aged travellers.

IMPROVEMENTS REQUIRED

More than three quarters of international travellers would welcome improvements in the shopping experience at airports, the report reveals. Primarily, international travellers are looking to see improvements in the creative design of airport shops.

The report also includes comparative analysis between travel retail and other retail environments. It underlines the gap between current developments and trends in online and downtown retail environments compared to the airport retail sector and the importance to invest in engaging customer experiences.

Peter Mohn, m1nd-set Owner and CEO commented: “The challenge for brands and retailers today is providing the unexpected to consumers who are expecting more. Shoppers still place importance on well-known global brands and the values they represent, but shopper behaviour is changing and brand loyalty among consumers is facing a new challenge.

“Brands and retailers need to go a step further and woo their customers by transforming the ‘shopping trip’ into a ‘shopping journey,’ fresh with new experiences that make the customer feel excited,entertained, needed and even loved.”