Pandemic recovery need to be bespoke region-specific to customer

Wednesday, December 1, 2021

Swiss travel and travel retail research agency m1nd-set’s second regional analysis on Covid-19 recovery shopper behaviour reveals several stark variations in shopper activities. The research unveils how international travellers from Europe and the Americas, North and Latin America are influenced to purchase in travel retail.

The research also focuses on travellers from both regions behave when shopping and planning their shopping in duty-free stores since international travel has resumed post-pandemic. According to m1nd-set, one of the major findings from the research is the differentiation in shopper behaviour across several of the criteria analysed in the regional analysis. The research agency said there are several examples of strong regional disparities on some shopping behaviour tendencies, and that a tailored approach to the customer based on regional and cultural differences and sensitivities will be increasingly important as international travel continues to open.

Major points of differentiation that emerge from m1nd-set’s latest research on international travellers in travel retail from Europe and the Americas is with staff interaction and engagement. Over 70% of travellers globally tend to interact with sales staff, only 62% of Europeans choose to engage to seek information from the staff in store.

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