IAADFS releases second quarter edition of the m1nd-set B1S recovery monitor

By Andrew Pentol |

Michael Payne, President and CEO, IAADFS.

The International Association of Airport and Duty Free Stores (IAADFS) has released the Q2 2021 edition of the Business 1ntelligence Service recovery monitor, a complimentary service to all trade associations courtesy of Swiss consumer research agency m1nd-set.

As reported, IAADFS joined the likes of ASUTIL in adopting the monitor and sharing the insights with its members in February. The recovery monitor covers North America, Central America and the Caribbean region and compares shopper behaviour over the previous four years with the year-to-date trends in 2021.

According to IAADFS, the Q2 monitor demonstrated that footfall and conversion levels in North America had been consistently below the global average until 2021.

Footfall had increased gradually over the previous four years from 33% to 35% while the global average was gradually declining — from 42% to 40% over the same period. In 2021, however, footfall continued to rise, reaching 39% and surpassing the global average which fell to 37%.

Conversion levels, which had been declining within the region and globally over the previous four years since 2017, spiked in 2021, reaching 62%. This was up from 46% in 2020, surpassing the global average of 59%.

DECLINING FOOTFALL; ABOVE GLOBAL AVERAGE

In Central America and the Caribbean, footfall has continued to decline but remained constantly higher than the global average. This was until 2021 when it reached 35%, two points lower than the global average.

The m1nd-set Business 1ntelligence Service recovery monitor covers North America, Central America and the Caribbean region.

Categories becoming more popular in 2021 for the Central America and Caribbean region include skincare, which has increased 11% in popularity among regional travellers, Confectionery, up by 5% and fashion & accessories, tobacco and electronics, all of which are up by 4%.

In North America, the categories that have become more popular in 2021 include perfume (+8%) and tobacco and skincare (both up by 7%). Confectionery and souvenirs/gift items have both declined in popularity among North American travellers (-14% for confectionery and -10% for souvenirs/gifts).

Anna Marchesini, Head of Business Development, m1nd-set commented:  “It’s important to take a step back when looking at this data and get a holistic overview of the positive and negative elements when analysing shopper behaviour. There are certain fundamental behavioural differences that are quite positive and need to be seized upon by industry stakeholders.

“We must not only understand the general trends, but why certain trends are occurring, where in particular and among which customer segment, in order to make the data more actionable.”

The Q2 monitor demonstrates that footfall and conversion levels in North America had been consistently below the global average until 2021.

Michael Payne, President and CEO, IAADFS added: “It’s really interesting to see how the overall picture is changing from one quarter to the next. This will inevitably continue to evolve as the year progresses. While we hope this evolution will be for the better, it is important that we as an association and our members continue to monitor how the traffic and shopper behaviour progress.

“We are in uncharted territory here so it’s extremely useful to have this continuity and support with the traffic data and shopper behaviour monitoring.”

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