 |
ASIA PACIFIC The Asia Pacific Travel Retail Association (APTRA), in partnership with m1nd-set research, has commenced its 2014 studies of consumer behaviour in travel retail.
 |
APTRA President Jaya Singh: “With this knowledge we can better plan our business strategy to match and exceed the expectations of our customers” |
According to APTRA the topics of the four-theme programme are based on a survey of its members to ensure that invested resources benefit the duty free and travel industry in the Asia Pacific region.
The first study analyses consumer spending in fashion accessories and luxury goods product categories in Asia Pacific, with a focus on eyewear. The research will also consider motivations for gifting and the demand for personalised services.
Work on this study is underway and the report will be available exclusively to APTRA members in May.
In the second quarter, research will focus on airport Insights including the impact of security regulations on travel retail and food & beverage consumption. Passengers’ satisfaction with airport retail elements will be analysed, as well as their views on partnerships in travel retail.
APTRA says that the study will anticipate future travel retail trends and evaluate services including airport and retailer apps and the impact of social media on consumer behavior.
Third-quarter research will highlight consumers by nationality. According to APTRA the study will consider the shopping behaviour of passengers from Asian markets such as China, Korea, Japan, Thailand, Indonesia, Philippines and Vietnam. The attitudes of passengers from outside the Asia Pacific region will be noted, with a focus on Russian travellers.
The fourth segment of research will centre on inflight consumer behavior, assessing factors such as the role and impact of promotions, how consumers rate travel retail inflight compared with airport retail and what motivates or prevents them from buying. The shopping behaviour of Asian consumers will be contrasted with those originating outside the region.
APTRA President Jaya Singh said: “The APTRA m1nd-set reports are designed to help members to understand how consumers perceive the range and value of products we offer in travel retail, what they think of the customer service they receive, and generally what motivates them to shop. With this knowledge we can better plan our business strategy to match and exceed the expectations of our customers.
“APTRA is trying to analyse the way today’s and tomorrow’s consumers want to shop and how best we can reach them. The APTRA studies help us to understand the role of travel retail as a marketing touch-point with travelling consumers and also to identify how social media could assist this process.”
Further information on the work of APTRA is available on www.aptra.asia or via e-mail on info@aptra.asia.
