CIR shares its Non-Shopper Report with industry


Following the successful completion earlier this year of its industry-leading project into understanding the non-shopper in travel retail, Counter Intelligence Retail has now announced the availability of a comprehensive report to deliver more insight into this passenger segment. Over 50% of passengers do not enter duty free shops when they travel (source: CIR Global data 2011 n=35,389).

The Non-Shopper Report, comprising of data from over 6,500 international passengers from 15 selected nations and representing the key global regions, has identified the most common barriers to entry and shopping for passengers, including negative price and value perception and concerns over lack of time. These barriers and themes were then further explored and examined through focus group discussions with passengers from China, India, Russia, Britain and UAE.

Solutions to the non-shopper issue within travel retail are explored through the development and definition of barriers to purchase. CIR has identified a number of these barriers, and has established that less than 10% of non-shoppers in duty free are outright rejecters of shopping. This presents an incredible opportunity for the industry to convert the vast proportion of passengers traveling through airports who are not currently shopping.

Some of the key barriers identified, from eleven in total, are relevance, value and time. All barriers were examined and quantified in depth in the report.

Relevance – not interested in what duty free has to offer                      

Value – does not believe that there is any value saving to purchasing in duty free    

Time – lack of time or a concern about lack of time

The report also identifies distinct differences in how the nationalities behave at the airport. For example, Chinese passengers arrive about 1hour 30 minutes before flight whereas British passengers will leave more than two hours. Indian and Russian passengers are more likely to spend time in the seating areas relaxing than other nationalities, an activity they are more likely to do rather than visiting the duty free shops.

Asian passengers are more likely to shop in high streets and downtown duty free stores when they travel, which is where departure duty free shops are competing for the share of spend. Their motivations for shopping in downtown stores are examined in the detailed report“We’re delighted with the depth of insights we’ve achieved in this study,” said Managing Director, Garry Stasiulevicuis. “The report is a must-have strategic planning document for airport operators, retailers and brand owners alike.”

Stasiulevicuis says that when the solutions—which were driven by increased comprehension of the different types of non-shoppers and nationality-specific behaviors— are implemented, there will be noticeable differences to how passengers interact with the duty free space at airports. Stasiulevicuis feels these differences can positively impact sales performance in those locations.