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TRAvEL RETAIL SHOPPING bEhAviourAl AnAlysis

m1nd-set has revealed a series of upgrades and refinements to the agency’s bespoke travel retail datamining tool: Business 1ntelligence Service, widely known as “B1S”

The leading industry research agency, based in Vevey Switzerland, said that the B1S datamining tool, which was launched in 2016, has collated a sample of more than 150,000 face-to-face interviews over the past 5+ years, making it the industry’s largest and most comprehensive database. According to m1nd-set the B1S datamining tool has undergone a series of recent developments enabling companies across the global travel retail sector to understand even more precise shopper segment behaviour. In addition to airport shopping behaviour, m1nd-set expanded the sample recruitment locations to include cruise and ferry travellers, domestic air travellers, as well as downtown shoppers. B1S now enables subscribers to access research across all sectors, including inflight as well as downtown shopping in Hainan, one of the world’s most sought-after shopping destinations in terms of shopper data. Several other recent enhancements to the tool’s datamining capacity include more detailed information on the duty free shopping behaviour on the last trip, namely the time spent inside the shops and the satisfaction with the in-store experience. Drivers to purchase in the duty free shops compared to other channels such as domestic or online is another new feature of the last-trip data as is the initial purpose of purchase among shop visitors who do not make any purchases. A focus on online pre-ordering services in duty free shops is also now categorized in B1S, showing details of awareness, usage, categories purchased and drivers for using these services. Detailed information about the actual purchase can also be sought via a broader sub-category range. The reasons among shoppers for changing their mind instore among those who purchase something different than planned and information about first-time purchases of brands in duty free shops are further enhancements. More specific category-level data has also been included in the B1S tool specific to all the core categories. In the Wines and Spirits category for example, sub-categories now covered include type of spirits – Gin, Vodka, Tequila, Rum, etc. and even by type of whiskey. The Tobacco category analysis includes behaviour when purchasing heated tobacco products and the Confectionery category now shows specific data for biscuits. Other categories also now have specific sub-categories. Fine Foods is a completely new category included in B1S, as is Travel accessories.

According to m1nd-set, there is also more detailed data on the impact of touch points by category, behavioural information on Daigou shopping missions among Chinese travellers, preferred shopping destinations and sustainability as a consideration when shopping in duty free. In addition to its travel retail shopping behavioural analysis capabilities, thanks to m1nd-set’s unique partnership with IATA, B1S also provides the industry’s most accurate traffic and traffic forecasting data, making it a source of unique and highly specific behavioural and location specific data. Anna Marchesini, Head of Business Development at m1nd-set commented: “The unique nature of B1S and our partnership with IATA means B1S combines the industry’s most comprehensive air traffic data and forecasts with the industry’s most complete shopper behavioural analysis. This enables marketers not only to view current shopper trends, but also map potential growth curves in specific regions, markets, even down to airport level. This has proved to be vital to decision makers across GTR who have been able to make informed decisions based on the powerful combined data sets of actual shopper behaviour across detailed segments and locations with the current and highly accurate traffic forecast data.” Peter Mohn, m1ndset CEO and Owner, added: “Recency of the data is paramount to relevance, particularly in the current fast-changing environment where shopper mindsets and behaviour have been so clearly impacted by external events, such as the global pandemic, and will continue to be, as war ranges in Ukraine. The data is uploaded on a monthly basis following monthly fieldwork across the airport network and traffic data and forecasts are refreshed every month.” “However, just as recency is important for relevance in the current environment, so too is historical context” Mohn continued. “Tracking shopper behaviour and the evolution of certain trends over the past five years has proved incredibly pertinent to all B1S subscribers. The spikes and troughs recorded in recent months and years are not only informative for understanding the historical trends; they are also vital for understanding how behaviour may evolve in months and years to come.”