M1nd-set launches new insights series in preparation for post Covid-19 world

By Andrew Pentol |

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Anna Marchesini, Project and Business Development Manager, m1nd-set

Leading industry research agency m1nd-set has launched a complimentary insights programme to help the DF&TR industry better understand shopper mindsets and expectations once the coronavirus (Covid-19) pandemic passes.

The Swiss research agency, which is the official research partner of the TRBusiness and Bluedog Productions Travel Retail Marketplace concept, is launching the insights series following numerous requests from new and existing clients.

Each report will help clients understand what travel and shopping trends will look like once international travel restrictions are lifted.

The first insights report focuses on the Chinese traveller, which, will be among the first to resume international travel, according to m1nd-set.

On May 14 and 15, m1nd-set conducted an ‘express survey’ of 1,000 Chinese consumers who have travelled internationally in the past 12 months. The aim of the study was to obtain a better understanding of their post Covid-19 travel and shopping behaviour.

CHINESE EAGER TO FLY INTERNATIONALLY

Findings reveal that around seven out of 10 Chinese people will fly internationally as soon as they can, following the lifting of international travel restrictions. Around half of these travellers say their motivation to fly is more out of frustration, having been unable to travel internationally for so long.

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According to the report, 58% of Chinese travellers will travel within Asia and plan to do so again early at the beginning of summer. Millennials will be most likely to fly immediately and around half of those travelling again will be younger than the age of 35.

Group travel will decline compared to pre Covid-19 levels, with only 12% of Chinese consumers indicating they will embark on group trips when international flights resume.

Regarding travel and shopping spend, there is positive and negative news, according to m1nd-set. While more than half (55%) of Chinese consumers say they plan to spend more on travel than before the Covid-19 outbreak, an even larger majority (63%) say they will allocate less budget to shopping than previously.

Although around nine out of 10 shoppers say they will be loyal to brands they are familiar with, promotions and discounts will be key purchase drivers for the Chinese in the post-Covid-19 travel retail environment.

The study indicates that 69% of Chinese travellers will purchase products as part of promotions when they next travel.

LUXURY BRANDS REMAIN PRIORITY

While luxury brands will remain a preference for more than six out of 10 post-Covid-19 Chinese travellers, a growing number — now just less than half of Chinese shoppers — say are interested in sustainable products.

Brands looking to reach out to Chinese travellers post Covid-19, still have a strong preference for social media as their source of shopping information.

Anna Marchesini, Project and Business Development Manager, m1nd-set commented: “M1nd-set has developed a strong reputation over the past few years as the most trusted source of reliable and relevant insights concerning all aspects of shopper behaviour in the travel retail environment.

“As a gesture of support for the industry we work so closely with, servicing more than 60 clients across all sectors, we have launched this insights programme. The aim is to ensure our partners and other stakeholders are well equipped for the recovery and kept informed of how consumers are planning to travel and shop again.”

She added: “We will be conducting a series of express surveys focusing on industry needs. The surveys will be based on the most vital elements for partners and on how the situation evolves across the globe in the coming weeks and months.”

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