In its latest global shopper behaviour report, Swiss research agency m1nd-set reveals significant differences in the shopper behaviour of millennial travellers from around the globe. M1nd-set also reveals that, globally, purchase rates among millennials are lower than travellers from all other age groups.

 

The study explores the shopping behaviour of millennials from eight different nationalities: British, French, German, Chinese, Japanese, American, Brazilian and Russian, based on interviews with over 8,000 international travellers from m1nd’set Business 1ntelligence Service (B1S) insights tool.

 

As mentioned, the report reveals purchase rates are lower among millennial shoppers compared to other age groups for all nationalities except the Chinese, where there is only a ‘one point difference’.

 

The largest difference in behaviour between the habits of millennials and travellers in other age groups, occurs for German shoppers, followed by the Japanese and then French.

 

For millennials in particular, German shoppers have the lowest purchase rate and only 14% of all German visitors to the airport duty free shops make a purchase.

 

CHINESE PURCHASE RATE HIGHEST GLOBALLY

The purchase rate among Chinese shoppers is much higher however, the highest among all nationalities surveyed. Over half of Chinese travellers (52%) made a purchase, according to the report.

 

 

 

Chinese millennials also visit and purchase in more categories than other nationalities. Footfall and purchase rates among the other nationalities of millennials vary with conversion rates ranging from the low 40s to the high 60s.

 

The report also looks at overall shopping behaviour including both the shopping planning and purchase planning behaviour as well as aspects such as price comparison, the impact of communication touch points and the effectiveness of employees and staff interaction with millennial shoppers.

 

The report concludes with recommendations on marketing to millennial travellers based on both the consumer insights and qualitative research from m1nd-set’s brand and retailer consultancy team.

 

‘CUSTOMISATION, CONSISTENCY & ENGAGEMENT’

Pablo Saez Gil, B1S director at m1nd-set comments on the report conclusions: “Today’s millennials have a greater tendency to adopt new technology and new formats of sharing and engaging so it is paramount that brands, retailers and marketers in travel retail keep up with the times and converse in the right register with the millennial consumer.

 

“Customisation, consistency, experiential and engagement are key when marketing to millennial shoppers in travel retail.

 

“They are generally more demanding than other age groups so it is vital to engage and converse with millennials to convey the brand story or unique retail experience.

 

“It is equally important that this conversation and the brand message is consistent across all touch points and media, from the mobile phone to the billboards or the digital touch screen in store.”

 

For information on m1nd-set’s shopper reports and marketing consultancy services, please contact m1nd-set at info@m1nd-set.