ASIA PACIFIC. A record number of over 270 people attended the 2016 series of APTRA Insights Seminars, organised by the Asia Pacific Travel Retail Association in collaboration with KPMG.
In total, 160 delegates attended the research seminars in Sydney and Hong Kong on 15 and 18 November to learn from the data presented by APTRA, KPMG, m1nd-set and guest speakers TravConsult. A further 110 delegates attended similar seminars in Singapore and Mumbai earlier in the year.
m1nd-set Owner & CEO Peter Mohn shared insights into the shopping behaviour of the Asia Pacific traveller, with a detailed analysis of Millennial travellers, their paths to purchase, information sources and technology usage in travel retail.
Mohn noted that ‘webrooming’, where consumers research online before buying in-store, has become more important than ‘showrooming’ (research in-store but purchase online). He urged brands and retailers to ensure that both shopping experiences are of a consistently high standard.
KPMG International’s Willy Kruh shared research into the technology landscape in retail today and how to engage with the increasingly connected consumer. He looked ahead to a retail environment which is likely to include drones, robotics, artificial intelligence, 3D printing and hydroponic growing techniques and provided an analysis of the Millennials and generation Z consumers.
Anson Bailey of KPMG China provided detailed observations of the connected consumer, specifically in China, and said that an omni-channel approach is essential. He commented that the next step is an omni-business model with seamless integration of all functions centred on the consumer. The marketplace will, he said, be driven by value, convenience and experience.
The Hong Kong seminar focused on the luxury market, with input from Bernstein investment bankers Head of Luxury Goods Mario Ortelli. He described the size, breadth and breakdown of the luxury market and said that a more ‘normal’ 3-4% annual growth rate was expected over the next five years with increasing importance of Chinese consumers who currently account for 30% of global luxury spend.
Asian market tourism and retail specialists TravConsult’s Trevor Lee and Lilly Choi-Lee exposed various cultural keys for engagement with specific Asia Pacific nationalities and advised delegates to aim for a positive customer experience. They focused on China, Indonesia – the ‘dark horse’ – and India as examples of nationalities with distinct characteristics but who share a passion for retail and tourism.
APTRA Executive Officer Michael Barrett updated the delegates on recent advocacy campaigns in which the association and its partner organisations have been involved over recent months.
Networking cocktails at the seminars were sponsored by Brown-Forman and Pernod Ricard.
