Synopsis of the second version of our Passenger Research

1. Shopping
Behaviors
in
Airports
Passengers
lost
in
transac4on
Why
some
buy?
Why
too
many
don't?
An
interna4onal
profiling
Second
edi4on
presenta4on
May
2012
Your
contact:
Jérôme
Goldberg
JMG-­‐Research
-­‐
114
Rue
de
Montreuil
-­‐
75011
Paris
-­‐
France
-­‐
Tel.
+33
(0)1
83
62
19
92
-­‐
Fax
+33
(0)9
72
14
53
65
www.JMG-­‐Research.com
-­‐
contact@JMG-­‐Research.com

2. In
our
previous
2011
edi4on…
We
have
drawn
shopping
behavior
profiles
of
the
airport
passengers,
highligh4ng
common
pa]erns
and
specific
ones,
depending
of
the
different
na4onali4es.
• Key
topics
were:
§ Factors
driving
them
into
the
shops,
or
keeping
them
away…
§ Product
categories
they
look
at
and
categories/brands
they
buy…
§ Planned
purchase
vs.
impulse
buying…
§ Why
they
buy
and
for
whom:
own
use/gib/request/etc…
§ Why
they
don't
buy…
§ Price
percep4on
of
Travel
Retail
vs.
local
market…
§ Product
affinity…
§ Aftude
vs.
the
Shop
Advisors…
§ Effects
of
promo4on/gibs/exclusive
products/etc…
§ etc.
• We
have
calculated
the
key
ra4os
by
na4onality:
§ Penetra4on
Rate:
%
of
Pax
entering
the
shops
by
category
&
sub-­‐category.
§ Conversion
Rate:
%
of
buyers
among
Shop
visitors.
§ Global
Purchase
Rate:
%
of
buyers
among
total
Pax.
©
Shopping
Behaviors
in
Airports
May
2012

3. What's
new
in
this
second
edi4on…
We
have
fine-­‐tuned
the
exis4ng
shopping
behavior
profiles
and
improved
our
global
understanding
of
passenger
expecta4ons,
thanks
to:
• 5,631
interna4onal
travellers
ques4oned,
from
20
key
countries,
including
BRIC
one's…
• New
tracking
on
behaviors
at
Depar4ng
&
Returning
Airports
and
during
Depar4ng
&
Returning
Flights…
• New
ques4ons,
specific
to:
§ The
Depar4ng
&
Returning
Airport
environment.
§ The
key
categories.
§ Social
media
tools.
§ Airline
shopping.
• More
detailed
results,
comparing
differences
for:
§ Men's
vs.
Women's.
§ Frequent
flyers
vs.
non-­‐frequent
ones.
§ Business
passengers
vs.
Leisure
passengers.
§ Regular
airline
passengers
vs.
Charter/LCC
passengers.
©
Shopping
Behaviors
in
Airports
May
2012

4. Na4onality
monitored…
We
have
prepared
a
total
of
5
different
reports:
§
WORLD:
Comparing
World
results
with
Top
Regional
results
§
EUROPE:
France
UK
Germany
Spain
Italy
Netherlands
The
Nordic
countries
Russia
§
ASIA
PACIFIC:
Japan
Australia
New
China
India
New
South
Korea
Hong
Kong
New
§
AMERICAS:
United
States
Argen4na
New
Brazil
Mexico
New
§
BRIC:
Brazil
Russia
India
China
©
Consuming
Behaviors
in
Airport
May
2012

5. What's
new
in
this
second
edi4on…
We
also
offer
our
subscribers
the
op4on
to
ask
for
ad-­‐hoc
specific
analysis,
based
on
criteria
from
the
database:
§ Either
on
all
respondents…
§ Or
specifically
to
some
of
them,
with
selec4on
on
criteria
like
na4onality,
age,
sex,
business/leisure
travel…
§ Or
specifically
to
some
of
them,
with
selec4on
on
answers
like
categories/sub-­‐
categories/brands
checked
or
bought
(or
not
checked!),
shop
visitors
or
non-­‐
visitors,
etc.
§ Or
focus
on
some
of
the
key
airports,
based
on
respondents
depar4ng
&
returning
loca4ons
(see
next
page).
©
Shopping
Behaviors
in
Airports
May
2012

6. Possible
Airport
Focus…
Airport
Visitors
Airport
Visitors
Airport
Visitors
1
Tokyo
Narita
402
31
Berlin-­‐Schönefeld
80
61
Perth
Inerna4onal
Airport
37
2
Seoul
Incheon
352
32
München
Franz
Josef
Strauß
80
62
Aeropuerto
Internacional
de
Brasilia
35
3
Paris
CDG
347
33
Düsseldorf
76
63
Dublin
Interna4onal
Airport
35
4
HK
Interna4onal
Airport
323
34
Domodedovo
74
64
Las
Vegas
35
5
London
Heathrow
319
35
Guangzhou
Interna4onal
Airport
74
65
Saint
Petersburg
35
6
Aeropuerto
Ezeiza
305
36
Miami
Interna4onal
Airport
71
66
Honolulu
34
7
Madrid
Barajas
288
37
Aeroporto
Internacional
do
Rio
de
Janeiro/Galeão
68
67
Newark
34
8
Amsterdam
Schiphol
279
38
Brisbane
Airport
67
68
Praha
34
9
New
York
JFK
220
39
Palma
de
Mallorca
63
69
Cairo
interna4onal
32
10
Sydney
Interna4onal
192
40
Orly
62
70
Dominican
Republic
32
11
Roma
Fiumicino
189
41
Oslo
Airport
59
71
Napoli
32
12
Mexico
Airport
188
42
Manchester
Airport
58
72
São
Paulo/Congonhas
Airport
32
13
Beijing
Interna4onal
Airport
157
43
Berlin
Tegel
Airport
54
73
Flughafen
Köln-­‐Bonn
31
14
Indira
Gandhi
Interna4onal
Airport
155
44
Tokyo
Haneda
53
74
Atlanta
30
15
Shanghai
Pudong
Int
143
45
Osaka
51
75
Alicante
Airport
28
16
São
Paulo-­‐Guarulhos
137
46
Brussels
Airport
49
76
Bangalore
Interna4onal
Airport
28
17
Bankok
135
47
Dubai
Airport
48
77
Billund
Airport
28
18
Barcelona
Airport
132
48
London
Stansted
48
78
Denpasar
28
19
Copenhagen
Airport
118
49
Istanbul
46
79
Hamburg
Airport
28
20
Los
Angeles
117
50
Kuala
Lumpur
Interna4onal
Terminal
46
80
La
Havane
28
21
Antalya
Airport
112
51
Chicago
45
81
Lyon
28
22
Frankfurt
Interna4onal
Airport
110
52
San
Francisco
45
82
Washington
28
23
Melbourne
Airport
109
53
Arturo
Merino
Benitez
42
83
Aeroporto
Marco
Polo
27
24
Taipei
Airport
102
54
Lisbon
41
84
Auckland
Airport
27
25
Arlanda
Airport
96
55
Malaga
Airport
40
85
Monterrey
27
26
Changi
Airport
95
56
Vancouver
Interna4onal
Airport
40
86
Orlando
Airport
28
27
Shereme4evo
91
57
Cancun
39
87
Athens
Interna4onal
Airport
26
28
Milano
Malpensa
89
58
Pearson
Interna4onal
Airport
38
88
Phuket
Airport
26
29
London
Gatwick
86
59
Vienna
interna4onal
airport
38
89
Cordoba
25
30
Mumbai
Airport
84
60
Guadalajara
37
90
Milano
Bergamo-­‐Orio
al
Serio
25
©
Shopping
Behaviors
in
Airports
May
2012

7. Your
interest
as
a
subscriber…
This
research
is
aimed
primarily at
the
Trinity
members:
brands,
operators
and
airport
authori4es.
As
a
manufacturer,
you
will
then
be]er
understand:
§
what
passengers
are
expec4ng
of
your
product
category…
§
what
can
have
an
impact
on
them
once
in
the
shops…
§
what
a]racts
them
and
helps
to
improve
the
sales…
§
which
na4onali4es
can
be
targeted…
§
etc.
As
an
operator
or
an
airport
authority,
you
will
then
be]er
understand:
§
what
exis4ng
&
future
passengers
are
expec4ng
to
find
in
the
shops…
§
what
kind
of
cross-­‐selling
you
can
push…
§
what
can
help
you
to
improve
foozall
and
conversion…
§
what
can
be
done
to
improve
the
shopping
experience…
§
etc.
©
Consuming
Behaviors
in
Airport
May
2012

8. Methodology
&
Na4onality
sample…
We
con4nue
to
rely
on
CAWI
(Computer-­‐Assisted
Web
Interview)
to
get
the
raw
informa4on.
The
first
report
has
validated
that,
as
expected,
we
receive
reliable
data
and
in
line
with
on-­‐loca4on
interview
results.
We
have
selected
a
leading
online
panelist
to
handle
this
part
of
the
research.
A
total
of
as
many
as
5,631
interna4onal
travelers
were
interviewed,
selec4ng
people
aged
18+
having
travelled
abroad
by
airplane
at
least
once
in
the
last
6
months
:
§
EUROPE:
2,531
respondents,
with
more
than
300
in
both
France,
UK,
Germany,
Spain,
Italy,
Netherlands,
Russia
and
the
Nordic
countries
(Sweden,
Denmark
&
Norway).
§
ASIA:
1,866
respondents,
with
more
than
300
in
both
Japan,
China,
South
Korea,
Australia,
India
&
Hong
Kong.
§
AMERICAS:
1,234
respondents,
with
more
than
300
in
both
the
USA,
Brazil,
Argen4na
&
Mexico.
©
Consuming
Behaviors
in
Airport
May
2012

9. Next
steps…
Based
on
the
conclusions
of
the
research,
and
following
the
feedback
from
the
users,
we
plan
for
the
future
to
move
to
new
developments
like:
§
Including
new
countries
§
Including
subscriber-­‐specific
ques4ons
§
Focus
on
specific
products
or
categories
§
Focus
on
specific
na4onali4es,
like
Chinese
from
different
4er-­‐Ci4es
§
Ad-­‐hoc
on-­‐loca4on
research
§
Annual
updates
to
monitor
any
behavior
changes
§
Qualita4ve
research
or
focus-­‐group
to
more
specific
ad-­‐hoc
inves4ga4on
©
Consuming
Behaviors
in
Airport
May
2012

10. Shopping
Behaviors
in
Airports
-­‐
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subscrip5on
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us
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Facts
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meeFng,
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us
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full
Standard
subscrip4on,
plus
confiden4al
ad-­‐hoc
analysis
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name:
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/
2012
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Please
return
by
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fax
[+33
972
145
365]
and/or
by
regular
mail
JMG-­‐Research
-­‐
114
Rue
de
Montreuil
-­‐
75011
Paris
-­‐
France
-­‐
Tel.
+33
(0)1
83
62
19
92
-­‐
Fax
+33
(0)9
72
14
53
65
www.JMG-­‐Research.com
-­‐
contact@JMG-­‐Research.com