Pricing within the perfumes and skincare duty free category has emerged as a ‘main barrier to purchase’ among global airport shoppers, new research from m1nd-set has revealed.

According to a report studying reasons why travellers do not purchase in duty free despite visiting airport stores, ‘lack of assortment’ was also given as the main reason for lack of spending in confectionery, clothing, cosmetics and souvenirs.

Meanwhile, ‘customs allowances’ and ‘carrying items’ were given as the main reasons for non-purchases in the alcohol and tobacco categories.

ASSERT PROGRAMME

The findings coincide with m1nd-set’s ‘ASSERT’ programme, which details information for staff engagement and training.

M1nd-set believes that identifying the customer profile, their state of mind and envisaging their ideal shopping experience is crucial to converting shoppers to buyers.

Peter Mohn, m1nd-set owner and CEO comments “When we combine these non-shopper studies with our reports on what influences shoppers to purchase or spend more, we see that the differentiation of duty free and travel retail shopping experience is fundamental.

“We see that price becomes less of an issue if the shoppers know they can only purchase the special edition perfume or limited edition spirit in the duty free shop. This is especially the case among millennials, across all global regions.

“It’s all about creating emotions. Differentiation is not just about product. Airports and airport shops have a unique opportunity to capitalise on the passengers’ excitement with the travel experience by curating the airport and shop design with a distinct local flavor.

“The positive emotions which can be generated by a unique and entertaining airport or store design, special in-store entertainment or just extremely helpful and kind staff can have a significant impact, both direct and indirect, on converting browsers to shoppers.”

*Research based on face-to-face interviews with over 20,000 passengers at global airports in a 12-month period.