Pernod research shows the importance of gifting in travel retail

Research conducted by Pernod Ricard Global Travel Retail (PRGTR) reiterates the importance of gifting as a purchase motivator in travel retail.

PRGTR conducts regular research into this area to ensure that regional and cultural nuances are reflected in the products offered and that it engages with its customers in the most effective ways possible.

The latest research shows that gifting is one of the largest shopping missions, centered not only around Christmas and Chinese New Year, but also Birthdays and other occasions too. These agendas are particularly common among Asian nationalities like the Chinese, Taiwanese and South Korean, but there is significant geographical differentiation when it comes their needs and desires.

Research shows that Chinese/Hong Kong Chinese, Japanese, Russian and German travelers are most likely to purchase gifts for their friends, while those traveling from Asian Pacific countries as well as those whom are Spanish, French, North and South American and South African are focused on buying gifts for their families. South Koreans, Taiwanese, Indian and Japanese travelers also look to purchase travel retail products for business gifting reasons.

PRGTR’s research also shows that the usual ‘treat yourself’ mentality while shopping in duty free is another major duty free shopping driver in travel retail.

The choice of brand and the value of each gift brought by travelers depends on the recipient, the giver profile, the intent and the occasion, all of which are driving factors in the decision making process.

Anuj Roy, Strategy and Insights Director, Pernod Ricard Global Travel Retail comments; “Pernod Ricard Global Travel Retail and its brands focus on curating travel retail products that make the ideal gift, no matter the occasion, catering for different consumer buying behaviors worldwide. Recognizing that these habits are constantly evolving, it is important to conduct regular research in order to keep abreast of the latest trends and ensure our products are relevant and exciting for travelers, in turn ensuring that any product can be suitable for personal use or for gifting.”