INTERNATIONAL. Combining physical and digital touchpoints improves both conversion rates and the customer perception of the travel retail experience, according to a new study.
The latest research report published by m1nd-set suggests that digital communication touchpoints are particularly intense before the trip, whereas personal interactions are constant throughout the entire journey.
Over half of the global travel retail shoppers surveyed said they notice touchpoints, whether online or offline, before leaving home for the airport. Pre-trip information search online is one of the key sources of information for travellers (used by 44% of those surveyed).
The main digital touchpoints for travellers before the trip are shopping apps and websites, social media services and the brands’ own websites.
The report also highlighted the importance of personal interactions and the impact on travellers’ final decision to purchase. Recommendations from family and friends have a high impact in the pre-trip phase as well as once in the duty free shop of the departure airport and downtown at the traveller’s destination. Shoppers tend to view these as the most trusted source of information, according to m1nd-set.
Interaction with sales staff in the duty free shop, in particular on the return leg of journeys, are also highly impactful on the decision to purchase, the report found.
“There are many untapped opportunities in reaching international travellers as they are in the booking process to communicate with those travellers who do not visit the airport shops,” said m1nd-set Travel Retail Research Director Clara Perez.
“Our research shows that while six in ten consumers expect brands to tailor marketing messages to their time, location and personal behaviour, over one third of international travellers are willing to pay a premium for more bespoke services if the offer takes into account their previous behaviour and personal preferences.
“It’s important though to ensure staff are trained and empowered to use the data for cross-selling or up-selling.”
