Swiss research agency m1nd-set is to present its latest consumer insights report adapted to the post Covid-19 world and new shopper mindset, during this publication’s second TRConnect webinar on 2 June (14:00 CET).
Registration is now open for the webinar, which will focus on the necessary evolution of customer engagement in a post-Covid-19 travel retail context (in-store and inflight). The second TRConnect event follows a hugely popular and successful first edition which attracted 900 registrations.
M1nd-set is also official consumer insights partner for the TRBusiness and Bluedog Productions TRMarket Place event, which will take place from 28 September to 2 October 2020. M1nd-set will provide essential and up-to-date data, collected exclusively for TRMarketplace.
According to the research company’s latest Covid-19 report, international passengers expect duty free and travel retail industry stakeholders to adapt to the new normal when flights resume.
The report demonstrates key attributes of experiential retail. It is based on research conducted in May among 1,500 international passengers who have travelled internationally in the past 12 months.
EVOLVING SHOPPING EXPERIENCE
An area of focus is what consumers consider the most effective and engaging aspects of the shopping experience and how this will evolve once international travel resumes in the post-Covid-19 travel retail environment.
Addressing fundamental questions to provide an understanding of the ‘before’ and ‘after’ scenarios of customer engagement in travel retail, the report also reflects on changes which must be made in DF&TR.
The purpose of these changes will be to ensure customers feel safe to enter stores and to take the store to the customer, if they do not.
One of the key DF&TR touch-points, the sales associate, is discussed in detail within the research. The report discusses the challenges facing retailers and staff in trying to communicate new post-Covid-19 shopping process and restrictions, while trying to engage and sell in the store.
With more than 60% of shoppers saying they will refrain from engaging with retail staff when next travelling, m1nd-set believes customer engagement will present unprecedented challenges. The company also believes new training programmes will be essential for retailers and brands to prepare sales associates and brand ambassadors.
Anna Marchesini, Project and Business Development Manager, m1nd-set explained: “Our research shows that in the pre-pandemic era, more than 90% of shoppers say that touching the products is an important part of the shopping experience.
“Just less than half (48%) say they tried or tasted products before purchasing. Staff will have to be trained on how to sell in these new retail conditions and deal with difficult customers who don’t take well to these new rules of engagement.”
Clara Susset, Director, Travel Retail Research, m1nd-set (second from left), will join Ramesh Cidambi, Chief Operating Officer, Dubai Duty Free (far left), Alan Brennan, Director dcGTR (second from right) and Vimal Rai, Founder and Managing Director, Trace Consulting (far right) as speakers at the second TRConnect webinar.
As part of the study, m1nd-set asked consumers how they believe the shopping experience will evolve in the post-Covid-19 travel retail environment. Consumers were also asked about the role of digital technology and innovation in this transformation.
According to Clara Susset, Director, Travel Retail Research, m1nd-set, the shift to digitalisation, in the shopper’s mind at least, is imperative for the future of retail and travel retail.
Susset, who will be presenting the findings from this latest m1nd-set report at the TRConnect webinar on 2 June said: “According to the study, virtual and augmented reality applications are likely to take on a more central role in retail generally.
“70% of shoppers say they want to see more prevalent use of VR and AR technology, with applications such as virtual mirrors for make-up and cosmetics product testing.”
She added: “The shift to digital will mean a paradigm shift for duty free retailers in their approach to online retailing. There will need to be a concerted drive towards a more modern, user-friendly and interactive e-commerce presence for the global travel retail sector, as well as further investment in consumer data platforms to create.
“Investment in these platforms will be needed to curate and maintain an ongoing relationship with customers pre and post travel.”
Click here to register for the second TRBusiness TRConnect webinar on 2 June.