Developed to increase the channel’s understanding of its customer base, the study is based on interviews with 22,500 travelers from over 25 nationalities, and is the largest and most up-to date available in the industry.
CiR says that making the message and offering relevant to the recipient allows a retailer or brand to more effectively capture their imagination, attention and ultimately, spend. One way to understand traveler’s needs, CiR explains, is to segment shoppers or travelers into smaller groups, according to their needs and behaviors.
“In an industry that’s forecast to have 1.6 billion departing international passengers by 2025, it’s more important than ever to focus on shopper’s needs and wants,” says Counter Intelligence Retail President Garry Stasiulevicuis.
The study will classify distinct traveler and shopper types, based on attitudes towards travel, shopping and airport retail. The results will allow brands and retailers to create a more focused approach to retail and marketing strategies and allow them to better target their customers by developing an optimized approach to traveler and shopper communication, says CiR.
The segmentation process will use results from the survey data, combined with CiR’s in-depth understanding of industry trends, dynamics and forecasts. With this
information, CiR can create mutually exclusive segments that are made up of traveler and shopper groups, depending on their attitudinal and behavioral similarities. CiR will investigate how groups perceive and interact with technology when they travel, as well as the influence of social media and advertising.
Outputs from the study will include recommendations at category level, making it relevant to all retailer and brand companies.
“Combined with detailed and actionable recommendations to drive overall store and category footfall, as well as the category specific recommendations in range optimization, ease of shop and focused retail marketing communications, the study will provide invaluable insights to our clients and we look forward to sharing these with them in 2017,” says Stasiulevicuis.
For information, contact Stephen Hillam at stephenh@counter intelligenceretail.com