Swiss travel retail research firm m1nd-set’s Business 1ntelligence Service (B1S) has been refined to offer companies a more precise understanding of travellers’ shopping behaviours.

Building on its expertise within airport retail, B1S now enables subscribers to obtain research across all DF&TR sectors including inflight and downtown shopping in Hainan.

They can access more granular insight on recent duty free shopping visits, such as time spent within shops and satisfaction levels, plus additional information on purchase drivers compared with other channels such as domestic and online.

A focus on online pre-ordering services in shops is now categorised withinB1S, providing data on awareness, usage, categories purchased and intent.

The reasons for shoppers changing their mind instore about purchasing and detail on first-time purchases of brands are among the added enhancements.

DEEPER CATEGORY METRICS

Additionally, subscribers can search for more detailed information on actual purchases via a broader sub-category range.

This permits users of the tool to delve deeper into the mechanics of different categories, such as gin, vodka, tequila and rum within the wines & spirits segment, for example.

The tobacco category now includes analysis on behaviours when purchasing heated tobacco products, while confectionery displays specific data for the biscuits sub-category.

Meanwhile, fine foods and travel accessories are new additions to B1S.

That B1S also now includes more in-depth metrics on the impact of touchpoints by category, behavioural trends on daigou shoppers among Chinese, preferred shopping destinations and sustainability as an influencer on duty free purchases will be welcome news to the industry.

Anna Marchesini, Head of Business Development, m1nd-set, said: “The unique nature of B1S and our partnership with IATA means B1S combines the industry’s most comprehensive air traffic data and forecasts with the industry’s most complete shopper behavioural analysis. This enables marketers to not only view current shopper trends, but also map potential growth curves in specific regions, markets, even down to airport level.

“This has proved to be vital to decision makers across GTR who have been able to make informed decisions based on the powerful combined data sets of actual shopper behaviour across detailed segments and locations with the current and highly accurate traffic forecast data.”

Peter Mohn, CEO and Owner, m1nd-set, added: “Recency of data is paramount to deliverance, particularly in the current fast-changing environment where shopper mindsets and behaviour have been so clearly impacted by external events, such as the global pandemic, and will continue to be, as war rages in Ukraine. The data is uploaded on a monthly basis following monthly fieldwork across the airport network. Traffic data and forecasts are refreshed every month.

“However, just as recency is important for relevance in the current environment, so too is historical context. Tracking shopper behaviour and the evolution of certain trends over the past five years has proved incredibly pertinent to all B1S subscribers. The spikes and troughs recorded in recent months and years are not only informative for understanding the historical trends, they are also vital for understanding how behaviour may evolve in the months and years to come.”