Swiss research agency m1nd-set has revealed the latest findings from its Business Intelligence Service (B1S) shopper insights and air traffic database on the role of sales associates in engaging with customers and influencing duty free purchases.

The report reveals the key behavioural trends among global duty free shop visitors and shoppers on their interaction —or lack of — with the sales associates in the duty free shops. It also includes segmentation data to demonstrate how behaviour varies across regions, nationalities, airports, categories, gender and age groups and type and frequency of travel.

Staff interaction and the positive impact of engaging with customers has dropped over the past two years. According to m1nd-set, 47% of shop visitors on average interact with sales associates and of those who interact, 46% say they were positively influenced by the interaction.

IMPACT OF INTERACTION

This is lower than the interaction and impact levels two years ago, when the global averages for staff interaction was 48%. The impact of interaction on the purchase decision was 50%.

Key findings in the staff-shopper interaction report include the main segments for staff interaction and impact of the interaction. The segments most likely to interact with staff in duty free shops are travellers shopping in Middle East and African airports, travellers with a nationality from the Middle East and Africa region and shoppers who purchase either beauty, fashion and accessories or jewellery and watches.

Those most positively influenced by the interaction with sales staff include travellers shopping in Middle East and Africa and European airports, passengers from the Middle East and Africa region and Asia Pacific and shoppers who purchase electronics, skincare and perfumes.

The study is the latest in a series of B1S insights reports, where shopper behaviour is analysed across a number of relevant themes, based on m1nd-set’s client interests. The behavioural data is combined with air traffic data from IATA, which includes origin, departure and transit airport information and details of passenger nationalities.

According to m1nd-set, staff engagement in duty free shops is directly linked to sales performance. Peter Mohn, Owner and CEO, m1nd-set said: “The best performing duty free shops have around seven out of 10 staff who are positively engaged. Less than three out of 10 staff are engaged in the poorest performing shops however.

“Poor service levels and unsatisfactory shopper experience will deter shop visitors from purchasing and even returning to the shop in the future. Inversely, we see that satisfied customers tend to buy and spend more than they had planned following positive customer service.”

He concluded: “The cost of staff who do not engage and interact with customers can be calculated for each individual retailer. If the staff show they do not care, then the customers certainly won’t either.”