Counter Intelligence Retail (CIR) says that ‘the key shopper study of the year’ is underway, as it commences research in 15 airports, interviewing 15,000 airport shoppers worldwide and it reports that Fieldwork has already completed 1,000 interviews with shoppers in each of the airport locations of JFK New York, Los Angeles and Heathrow.
CIR says the next airports to be visited for the study will be Dubai, Amsterdam Schiphol, Moscow Domodedovo and Frankfurt, followed by further locations in The Americas, the Middle East and finally Asia.
The company said: “CIR’s Global Shopper Study for 2011 provides insight into the behaviour of the global travel retail shopper across all key travelling nationalities. CIR’s experience of running research projects at more than 70 airports around the world puts the retail development agency well placed to execute this industry-leading initiative.
IDENTIFYING ISSUES AFFECTING SHOPPING
“Speaking directly to at least 15,000 shoppers who have visited the airport retail environment will provide first hand and real-time understanding of the issues affecting shoppers, capturing feedback as close to their purchasing decisions as possible. In addition to providing detailed category insight to clients from the four-core categories, the research will also communicate wider airport shopping behaviour and attitudes.
“New for the 2011 study will be an industry-first with the incorporation of CIR’s global shopper segmentation model. Using passenger attitudes towards shopping, the retail environment and the key measures of shop penetration and category conversion, the different clusters of shopper types can be measured and then targeted for use in future retail strategy development.”