Boundless travel is a fact of life today, and the world’s fastest growing economies are changing the face of wealth, and all of us, from big businesses to boutique brands, are entering a new age where the customers we value the most are the people we know the least. Every retail and hospitality business will need to engage and delight a new kind of customer, bringing unprecedented opportunity for growth from globe shoppers – the world’s most valuable customers. Here are a few facts about them.

2. The rise of the globe shopper.
By Manelik SFEZ
Head of global partner & corporate marketing, Global Blue group.
31 March 2013.

3. Globe shopper
Globe sho∙per – [glohb shop-er]
Noun: A person who regards shopping as a fundamental part of
their travel experience.

4. Shopping is a vital part of their trip.
48% 56% 82%
Russian Middle-Eastern Chinese
travellers travellers travellers
Source: Global Blue Review.

5. Global increase of tax-free amount spent in 2012.
Over Over Over
20% 30% 50%
Japan Malaysia China
Russia Singapore
USA Thailand
Source: Global Blue transactional data.

6. 50-60%
The estimated worldwide share of luxury goods, which are sold in
relation with a travel.

7. The customer of a luxury brand today.
Local customers
40%
Globe shoppers
60%

8. 4 times
Globe shoppers spend 4 times more than the locals
at high street retailers.
-- Global Blue transactions since 1980.

9. It takes 5 locals to beat 1 globe shopper.
1 local
10%
1 local
10%
1 local
10%
1 globe shopper
60%
1 local
10%

10. 30%
Retail prices of many luxury goods are this much higher on
the Chinese mainland than in Europe.
-- China Daily.

11. 80%
’80% of our customers at Chloe are Chinese who leave with
a handful of bags.’
-- ZHOU Mi, a Chinese-speaking assistant for Chloe.

12. “Foreign visitors are an economic
boon, not a curse”
-- Andrew NEATHER, London Evening Standard.

13. The globe shopper market.
Facts & figures, and beyond.

14. 23,000,000
Tax-free transactions completed by Global Blue every year.

15. 23,000,000
Amount Spent, Average Spend, and Transaction Count.

16. 23,000,000
268 different passports eligible to a tax refund.

17. 23,000,000
38 countries with an active VAT refund scheme.

18. 23,000,000
19 different categories of goods eligible to a tax refund.

19. World’s top 5 globe shopper nations by amount spent.
China
25%
OTHERS
47%
Russia
16%
USA Indonesia Japan
4% 4% 5%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

20. World’s top 10 tax-free destinations by amount spent.
Paris
16%
London
12%
OTHERS
51%
Singapore
12%
Rome Milan
3% 5%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

21. Growth of top 5 globe shopper nations by amount spent.
58%
38%
31% 30%
28%
23%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

22. Top 5 globe shopper nations by average spent.
€ 875
€ 778 € 765
€ 640 € 632
€ 485
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

23. China
The world’s N°1 globe shopper nation.

24. Chinese top 3 categories of goods by amount spent.
OTHERS
17%
Watches & Jewellery
31%
Department Stores
23%
Fashion & Clothing
29%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

25. 47%
The share of total tax-free amount spent on Watches & Jewellery
attributed to Chinese globe shoppers.
-- Global Blue Analytics, January 2013.

26. Russian top 3 categories of goods by amount spent.
OTHERS
24%
Fashion & Clothing
54%
Watches & Jewellery
10%
Department Stores
12%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

27. Japanese top 3 categories of goods by amount spent.
OTHERS
21%
Fashion & Clothing
45%
Watches & Jewellery
15%
Department Stores
19%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

28. Indonesian top 3 categories of goods by amount spent.
OTHERS
26%
Fashion & Clothing
37%
Department Stores
15%
Watches & Jewellery
22%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.

29. “Four years ago China was one third of our
American business, now it’s four times our
American business.”
-- Michael WARD, managing director HARRODS

30. Mid-term forecast of Chinese outbound travel.
Departures in ,000* Annual growth in %*
76,726
68,219 22%
60,252
52,766
46,429
39,657 14%
13% 13%
12%
10%
2011 2012 2013 2014 2015 2016 2011 2012 2013 2014 2015 2016
Sources: Global Blue, COTRI, CNTA, CTA, Business Monitor, UNWTO. *Excluding Hong Kong & Macau day trips.

31. The Global Blue Dossier
The Growing Complexity of
the Chinese Globe Shopper

32. € 14,570
The average amount that Chinese wealthy globe shoppers spend
per trip and on shopping alone in Europe.
Source: Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper

33. Chinese luxury globe shoppers’ reasons to shop abroad.
63%
49%
37%
Price (vs. China) Style & design Product quality
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper

34. Chinese luxury globe shoppers’ top purchase factor.
Brand, 60%
Price, 40%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper

35. Chinese luxury globe shoppers’ most purchased brands.
63%
52%
41%
24%
22% 21%
18% 18%
12%
7%
LV Chanel Gucci Dior Hermes Cartier Burberry Omega Prada Rolex
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper

36. Chinese luxury globe shoppers’ top purchase channels.
35%
33%
27%
24%
22% 21%
18%
15%
3% 2%
Brand store Duty free store at Shopping mall Department store Brand store at
downtown airport airports
Past trip Next trip
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper

37. Chinese luxury globe shoppers’ incentive expectations.
94%
25%
10%
2%
Discount or tax refund Free gifts Discounts on future Points redemption
purchases
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper

38. “There's the cultural barrier too, the etiquette
is a little different. We want to be in the loop
with how you treat that kind of client and
what they expect.”
-- Samantha SACCHI MUCI, co-director MARLY CAMINO

40. Yesterday
Marketing-wise, CUSTOMERS belonged to the country in which
they were living.

41. Today
Marketing-wise, GLOBE SHOPPERS belong to the country in which
they are shopping.

42. Travel retail
Considers only points of sales located in travel-related environments.

43. Globe shopper retail
Embraces the real business of a luxury brand, wherever
the point of sale!

44. “We're been thinking not like Chinese, but like
Europeans. Europe is still the n 1 tourism
destination so far but that may dramatically
change if we don't change some patterns.”
-- Eduardo SANTANDER, head of EUROPEAN TRAVEL COMMISSION

45. About Global Blue.
Inventors of the Tax Free Shopping concept, and beyond.

46. We add value where international travel meets shopping.
Global Travel Shopping

47. Amsterdam Athens Bangkok Beijing Beirut Bratislava Brussels Budapest Buenos Aires Casablanca Copenhagen
Düsseldorf Galway Geneva Gothenburg Guangzhou Helsinki Istanbul Larnaca Lisbon Ljubljana London Luxembourg Madrid
Milan Montevideo Moscow New York Osaka Oslo Paris Prague Reykjavik Riga São Paulo Seoul Shanghai Taipei Tokyo
St Petersburg Stockholm Sydney Tallinn Tokyo Vienna Vilnius Warsaw Zagreb Zürich

48. Intelligence.
Consulting.
Training & education.
Retail technologies.
Marketing services.
Tax refunds.
Dynamic currency conversion.

49. Thank you.
Get in touch with us at
intelligence@global-blue.com