Physical and digital connections vital for conversion in travel retail

The latest research report published by m1nd-set underlines the importance of both physical touchpoints with digital communication touchpoints in the travel retail environment as a means to optimise conversion.

m1nd-set says the results of the study, which was conducted among global duty free & travel retail shoppers, show that by combining both personal and digital touchpoints, the perception of the overall customer experience improves, as does the conversion rate.

Over half of all shoppers in travel retail say they notice touchpoints, whether online or offline before leaving home for the airport. Pre-trip information search online is one of the key sources of information, used by 44% of travellers. The main digital touch points for travellers before the trip are shopping apps and websites, social media services and the brands’ own websites.

The report highlights the importance of personal interactions and the impact on travellers’ final decision to purchase. Recommendations from family and friends have a high impact. Shoppers tend to view these as the most trusted source of information, according to m1nd-set. Interaction with sales staff in the duty free shop, in particular on the return leg of the journey, is also highly impactful on the shopper’s decision to purchase.

“There are many untapped opportunities in reaching international travellers as they are in the booking process to communicate with those travellers who do not visit the airport shops,” says Clara Perez, Travel Retail Research Director, m1nd-set. “Our research shows that while six in ten consumers expect brands to tailor marketing messages to their time, location and personal behaviour, over one-third of international travellers are willing to pay a premium for more bespoke services if the offer takes into account their previous behaviour and personal preferences. It’s important though to ensure staff are trained and empowered to use the data for cross-selling or up-selling.”

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