Peter Mohn - Mindset

The Travel Retail Industry's
1st Global & Cross-Category

Segmentation Study
Research conducted by m1nd-set for TFWA & APTRA
Supported by:
Nestle International Travel Retail

British American Tobacco International
Procter & Gamble Travel Retail
Background
Lack of cross-category segmentation in Travel Retail
Need for segmentation expressed by brands and retailers
Customer universe is the same for all parties in Travel Retail
All players in Travel Retail should speak the same language
TR Industrys 1st Global and Cross-Category segmentation as industry

standard supported through TFWA & APTRA:
Worldwide, regional and per airport reading
Identify strategic opportunities

Increase sales and achieve better ROIs
TFWA & APTRA Segmentation Research Background

Locate groups of TR shoppers sharing characteristics that causes
them to have similar shopping needs.
Each segment
is distinct from other segments (heterogeneity)
behaves consistently regarding TR shopping
responds similarly to TR market stimuli
can be reached by TR market intervention(s) in a similar way
TFWA & APTRA Segmentation Research Background

Possible implementations:
Airports: Offer optimal mix of type of shops (DF, branded, souvenir
& local touch) to attract all segments. Adapt to meet needs of
segments not liking current airport offer.
Retailers: Assure ideal range and variety of categories, brands and
products according to proportions of segments. Offer promotions
& sales based on different segments desires. Train staff to
understand segments and act accordingly regarding service level.
Brands: Offer products, TR exclusives, line extensions, packaging
etc. meeting needs of most profitable segments. Assure offering
product range meeting different segments requirements.
Methodology
Recruitment of travellers at 28 airports worldwide
Online questionnaire
Sample size: N = 4300
Travellers from:
Europe
Asia/Pac
Middle East
N. America
S. America
Africa
Focus on Three Emerging Markets:
Purchase more items of luxury brands in the Duty Free stores than
buyers from any other countries
Perfumes, cosmetics & luxury goods +28% in past 3 years
Expected +25% in next 2 years
Russia
Worlds 9th largest country with 143 Mio people
Economy: world's 9th largest by nominal GDP
Russia is going to account for 20%+ of all European DF in 2016

Currently 150 DF shops in Russia
Possibly 30 border railway stations will open Duty Free opportunities
Russia
94%
Top Travel Retail Shopper Segments:

1. Bargain seeking self-indulgers
2. Low-income promotion swayed
3. Low-budget gift seekers
4. Executive pre-planners
5. Authentic products seekers
6. Price-sensitive shopping lovers
7. Time killing browsers
8. Inspiration seekers
62% of Russian Shoppers
Bargain Seeking SelfIndulgers
Key Features:
Compare/know the prices of the products needed
Buy at airport only if it's cheaper than downtown shops
Like to browse around airport shops trying to find bargains, good
prices, quantity discounts, etc.
Main shopping motivation is self-indulgence with a bargain
Travel Purpose:
Leisure
59%
Flying
Frequency:
Travel Class:
Economy
80%
Low
Gender:
Age:
Female
69%
62 % <
35 years
Household:
42%
33%
11%
2% 12%
Income:
1000-5000
/month
69%
Profession:
Middle
Management or
Professional
47%
Living with partner/ husband/

spouse
Family with children
Living alone
Young adults living with
parents
Other
Purchase
Frequency:
MediumLow
Enjoy material possessions and having new things (44%)

Like entertainment & are more likely to visit a promotion site with an activity (44%)
Conventional people (38%)
Intensive shoppers, enjoy buying and having new things (35%)
Main airport shopping selection

criteria:
Airport shopping benefits:

Cheaper prices*
Guaranteed good quality*
Most convenient part of trip (63%)
Limited / special editions
Offers the best prices (46%)*
Most important promotions:
Main reason to buy expensive

products:
Price-off
Good bargain (79%)*

* Significant difference compared to other segments
Usually compare/know the prices of the products they need & buy @ airport shops only if cheaper
than downtown shops (71%)
Like to browse around in airport shops to find bargains, good prices, quantity discounts, (67%)
Enjoy killing time at the airport, browsing around different shops and seeing what is available (62%)
than
If have foreign currency left from the trip theyll try to spend it in airport shops (55%)
Interested in the selection of products available in airport shops (54%)

Like airport shops that have novelties, promotions, offers new things, (53%)
Summer-fall 2012
Global cross category travel retail segmentation
11
65%*
Reasons to buy:
To stock up (51%)
To try out something new
(48%)*
Top 5 Categories of
Bargain seeking
self-indulgers
78% buy every trip
Amount spent: Average
Reasons to buy:
To indulge themselves
(57%)*
When buy?
On way back home (61%)
55%*
Reasons to buy:
To indulge
themselves(62%)*
Type of the trip when shop:

Leisure trip with family (or partner)
(82%)
When buy?
When buy?
52%
38%*
23%
Reasons to buy:
To indulge themselves (56%)*
Reasons to buy:
As a gift to friend/ colleagues
at home (67%)
When buy?
When buy?
Amount spent: Below average

Low-income
Promotion Swayed
Key Features:
Attracted by promotions
Like entertainment, likely to go & visit a promo site with
an activity
Scratch cards & price draws draw attention
Like receiving advice & guidance from store staff, more
than on average
Buy expensive products if recommended
Gender:
Age:
53% <
30 years
Travel Purpose:
Mix
(Leisure &
Business)
63%
36%/64%
Profession:
Middle Management,
Professional,
Engineer/Technical
Clerical/Administration
63%
Income:
< 2000/Month
40%
Flying
Frequency:
Household:
24%
37%
Medium
Living with partner/
husband/ spouse
Living alone
3%
23%
13%
Purchase
Frequency:
High

parents
Other
Smokers:
35%
Like entertainment & are more likely to visit a promo site with an activity (30%)
Like to get advice & guidance from store staff, more than on average
Price-off
Guaranteed good quality
Free accessory*
Local products
Special airport edition*
To use during the trip*
Scratch card*
Better advice*
Prize draw*

products:

criteria:
High quality (59%)
Exclusive/limited edition (28%)*
Best product selection (58%)*
Recommended by someone (21%)*
From a top brand (44%)*
More than on average, they dont find at airport shops the type of products they usually buy
Summer-fall 2012
14
58%*
Reasons to buy:
Travel entertainment for
children (72%)*
65% buy every trip and almost for any

purpose and destination
When buy?
On way to destination (60%)*
Amount spent: Above average
Top 5 Categories of
Low-income
promotion swayed
28%*
Reasons to buy:
Its part of the travel routine
(things they need when they
travel) (45%)*
High frequency of buying:

In Duty Free shops at the destination
(downtown DF)
During transit & they have spare time
In arrival Duty Free shops, after the last flight
26%
38%
Reasons to buy:
As a gift to wife/
husband/partner (72%)*
When buy?
26%
When buy?
Reasons to buy:
at home (62%)
As a gift to child(ren) (57%)*
Reasons to buy:
(65%)*
Gifting for accompanying
adult(s) (58%)*
When buy?
When buy?

Key Features:
Low-budget
Gift Shoppers
Prefer buying articles someone recommended them (or

people they like have it/ like it)
Visit airport shops frequently to avoid having to think
about shopping during other moments of trip
Gifting key reason for buying
Like to get advice & guidance from store staff or from
someone they know, more than on average
Gender:
Male
70%
Travel Purpose:
Mix
56% <
35 years
Travel Class:
Economy
(Leisure &
Business)
67%
Age:
Flying
Frequency:
Profession:
Middle Management,
Engineer/Technical,
Professional,
Clerical/Administration
58%
Income:
< 2000/Month
43%
70%
Medium
Household:
31%
5%
12%
35%
17%
Purchase
Frequency:
Medium-Low

husband/ spouse
Living alone
parents
Other
Smokers:
35%
Like to get advice & guidance from store staff or from people they know, more than on average

Price-off

criteria:
Quantity discounts*
Best product selection (50%)*
Prize draw*
Scratch card*

products:
Pleasant shopping
Good bargain (56%)
From a name brand (44%)*
Gift packaging*
To use during the trip*
Recommended by someone (20%)*
Better advice*
Shopping alone*
More than on average they use airport shops in order to avoid shopping during other moments of
the trip
they visit airport shops because they offer a great shopping experience
Summer-fall 2012
17
54%*
Reasons to buy:
at home (36%)
Top 5 Categories of
Low-budget
gift shoppers
66% buy every trip
Leisure trip with family (or
partner) (70%)
When buy?
31%
46%
Reasons to buy:
As a gift to wife/
husband/partner (51%)
When buy?
24%
19%
Reasons to buy:
(51%)
Reasons to buy:
To stock up (30%)
Reasons to buy:
As a gift to wife/
When buy?
When buy?
On way to destination (45%)
When buy?

Interest in Novelties / Exclusivity (Top 3 Segments)

Buy mostly my usual
products
Value limited edition

Bargain Seeking Self-Indulgers
Value exclusive products
Mostly interested by
novelties
Low-budget Gift Shoppers
Low-income Promotion
Swayed
Seg
Value special airport

editions
Novelties/Exclusivity
Spend more if exclusive/
limited edition
Need of staff advice (Top 3 Segments)

Value "better advice"
Make purshase decision

alone
Seg
Need staff advice
Swayed
Like to get advice and

Spend more if
guidance
recommended to me

Shopping alone
Price Sensitivity (Top 3 Segments)

Like to treat myself without
counting every cent
Swayed
Ready to pay extra for
brand/ image
Value Cheaper (than street

shops) prices
Not ready to pay extra for

brand/ image
Carful how I spend my
money
Value Price-off
Seg
Price Sensitivity
Benefits most valued in airport shopping (Top 8 Segments)
Local products
"Local touch
Limited/ special editions
Gifting packaging
Inspiration seekers
Exclusive products
Authentic products
seekers
Low-income promotion
Better advice
swayed
compared to down town
Compare / try out
Benefits
Low-budget gift shoppers
Pleasant shopping
Bargain seeking selfindulgers
Segments
Shopping alone
Time-killing browsers
More time
Executive pre-planners
To use during my trip
Cheaper prices
Price-sensitive shopping
lovers
Entertain me
Recommendations:
All 3 key Russian segments:

Give opportunity to try and test (new) products
Offer good range of novelties
Bargain seeking self-indulgers:

Enhance & guarantee high quality of products
Offer wide range of top brands
Offer entertaining promotions & animations
Show price advantage compared to downtown
Offer wide range of (expensive) self-indulgence products (women)
Low-income promotion swayed:

Offer significant selection of well known brands with top image
Present appealing & entertaining promotions
Approach with active sales advisors
Offer sufficient products for immediate consumption
Low-budget gift shoppers:
Propose variety of gifting items:
purchased by men, for partner & friends
souvenirs & confectionary
Offer recommendations (e.g. Top 10 selling items)
Brazil
Worlds 5th largest country with 192 Mio people
Economy: world's 6th largest by nominal GDP
Brazil is one of the world's fastest growing major economies
World Cup 2014, Olympic Games 2016
Annual passenger flow growth of over 12% past 8 years

Brazil TR market is estimated $900 Mio
TR market currently dominated by Dufry, but many key airport retail
contracts expire 2014-15
WDFG recently entered market through Belem International Airport
Brazil
90%

2. Emotional high spenders
3. Low-budget gift shoppers
4. Conventional deal seekers
5. Bargain seeking self-indulgers
6. Time killing browsers
7. Price sensitive shopping lovers
79% of Brazilian Shoppers
Key Features:
Emotional High
Spenders
Impulsive shoppers
Easily buy products that catches attention
Intensive shoppers & enjoy buying
Like entertainment in shops
Prefer airport shops that have novelties, promotions

Like to buy well known brands
Gender:
Travel Purpose:
Female
58%
Mix
46% <
30 years
Travel Class:
Economy
(Leisure &
Business)
43%
Age:
Flying
Frequency:
Profession:
Middle
Management
Professional,
Engineer/Technical
59%
Income:
1000-6000/Month
74%
68%
Medium
Household:
25%
42%
2%
17%
14%
Purchase
Frequency:
High

husband/ spouse
Living alone
parents
Other
Smokers:
33%
Like entertainment & more likely to go visit a promotion site with an activity (53%)
Enjoy material possessions and having new things (51%)
Into brands, like to buy well known brands (49%)

Impulsive shoppers, easily buy something that catches their attention (40%)

Cheaper prices*

criteria:
Guaranteed good quality*
Limited / special editions*
Offers the best prices (46%)*
Compare / try out

products:

Price-off
Good bargain (75%)*

Enjoy visiting airport shops even when they dont need anything specific (76%)
Like airport shops that have novelties, promotions, offers new things, (73%)
Enjoy killing time at the airport, browsing around different shops and seeing what is available (69%)
Like to browse airport shops trying to find bargains, good prices, quantity discounts (64%)
Airport shops are among their favorite shopping places while travelling (48%)
Go to airport shops because they offer a great shopping experience (28%)
Summer-fall 2012
28
68%*
Reasons to buy:
As a gift to wife/
Someone asked to buy for
them (76%)*
When buy?
On way back home (73%)*
Top 5 Categories of
Emotional high spenders
52%
Reasons to buy:
at home (75%)*
88% buy every trip and almost for any

purpose and destination
Type of the trip when shop: Leisure trip
with family/friends/alone
40-50% purchase in each of TOP 5
categories in arrival Duty Free shops, after
their last flight
When buy?
High spenders in each of TOP 5 categories
39%*
31%
Reasons to buy:
Someone asked to buy for them
(63%)*
Reasons to buy:
As a gift to friend/ colleagues at
home (74%)*
Someone asked to buy for them
(70%)*
When buy?
In Duty Free shops at destination
(downtown DF) (41%)*
When buy?
In Duty Free shops at
destination (downtown DF)
(43%)*
(56%)*
25%
Reasons to buy:
Someone asked to buy for
them (59%)*
at home (56%)
When buy?
Key Features:
Conventional
Deal Seekers
Very careful how to spend money

Usually buy only what needed
Conventional attitude & behavior
Like to browse around airport shops to try and find bargains,
good prices, quantity discounts
Buy only if it's cheaper than downtown shops
Travel Purpose:
Gender:
Female
62%
Leisure
99%
Flying
Travel Class:
Frequency: Economy
79%
Low
Profession:
Children:
Professional,
Clerical/
Administration
Retired
45%
20+ years
Household:
38%
33%

spouse
Living alone
Im a young adult living with parents
44%
18%
4%
7%
Age:
Income:
33% >
50 years
< 5000/Month
68%
Other
Purchase
Frequency:
Medium-Low
Not willing to pay more for a product just because of the image it conveys to other people (56%)
Very careful how they spend their money (50%)
Reasonable shoppers, usually buy only what is needed, plan ahead, compare prices and products, ...
(46%)
Conventional people (35%)
Like to live a simplified lifestyle with less emphasis on material possessions (26%)
Cheaper prices*
Price-off

Pleasant shopping
Main airport shopping selection criteria:

Most convenient part of the trip (53%)
Main reason to buy expensive products:
Offers best prices (51%)*
Good bargain (77%)*
Offers best shopping experience

(31%)*
Usually compare/know the prices of the products they need & buy @ airport shops only if cheaper than
downtown shops (67%)
In general they like to go early to the airport to have time to shop, read, relax,... before their flight (55%)
Like to browse airport shops to find bargains, good prices, quantity discounts, (53%)
Like to visit all kind of shops either at the airport or downtown while traveling (44%)
Summer-fall 2012
31
58%*
Reasons to buy:
As a gift to wife/
Top 5 Categories of
Conventional
deal seekers
Leisure trip with family (or partner)
(78%)
When buy?
42%
Reasons to buy:
To stock up (60%)
When buy?
50%
Reasons to buy:
To indulge themselves (36%)
As a gift to child(ren) 36%)
71% buy every trip
When buy?
33%
Reasons to buy:
To indulge themselves (47%)
When buy?
20%
Reasons to buy:
Because someone asked to
buy for them (51%)*
As a gift to friend/
colleagues at home (51%)*
As a gift to wife/
When buy?
Impulsive vs. Reasonable Shopper (Top 5 Segments)
Impulsive shopper
Bargain Seeking Selfindulgers
Know in advance what I

want to buy
Emotional High Spenders

Swayed
Browse around airport

shops
Reasonable shopper
Conventional Deal
Seekers
Seg
Impulsive vs.
Reasonable

Like to treat myself
without counting every
cent Low-income Promotion
Swayed

brand/ image

shops) prices
Conventional Deal Seekers

brand/ image
money

Value Price-off
Seg
Price Sensitivity
Recommendations
Most key Brazilian segments:
Assure range of items for impulsive shoppers (majority)
Offer good range of limited editions, novelties, TR exclusives
Install active & helpful sales advisors
Enhance & guarantee high quality of products
Emotional high spenders:
Offer wide range of luxury and expensive self-indulgence products
Enhance the good value aspect of DF
Offer well known brands with a local touch
Conventional deal seekers:
Assure sufficient conventional brands to stock up and for gifting
Offer range of items cheaper than downtown and enhance savings
Present range of conventional & traditional products
China
Worlds most populous country with 1.3 Bio people
Economy: world's 2nd largest by nominal GDP

China is the world's fastest growing major economy
Soon worlds largest luxury market
38.6 million Chinese traveled internationally between Jan-Jun 2012 (+20%)

Typical wealthy Chinese goes on holiday 3x times/year
Chinese tourists in Europe spend an average of $1,000 on DF each trip
China
92%

1. Inspiration seekers
3. Emotional high spenders
4. Authentic product seekers
5. Conventional deal seekers
6. Low-budget gift shoppers
7. Local touch gift buyers
8. Executive pre-planners
9. Price sensitive shopping lovers
70% of Chinese Shoppers
Inspiration
Seekers
Key Features:
Choose airport shops due to chances of finding something unique/
typical, from visiting country
Interested in the selection of products in airport shops
Like airport shops that have novelties, promotions, let you try new
things
Visit airport shops for choice, quality, service (not price!)
Go to airport shops because of great shopping experience
Travel Purpose:
Flying
Frequency:
Business
40%
Children:
26%
Household:
<20 years
48%
Age:
All
ages
13%
62%

husband/ spouse
22%
5%
34%/66%
Mix
(Premium &
Ecomomy)
Medium
Gender:
Travel Class:
12%
Income:
Profession:
< 5000/Month
54%
Management
48%
Living alone
Im a young adult living with
parents
Other
Purchase
Frequency:
High
Into brands, like to buy well known brands (50%)

Enjoy material possessions and getting new things (43%)
Impulsive shoppers buy items that catches their attention (42%)
Like to treat themselves without counting every penny (30%)
Stylish people (29%)
Willing to pay more for a product that is consistent with the image they want to convey (27%)
Limited special editions*

Exclusive products*
Local touch*
Gifting packaging*
Main airport shopping selection criteria:
Main reason to buy expensive products:
High quality (60%)


Best product selection (42%)
Highest chances of finding something
typical/ unique (34%)*
Offers best shopping experience (30%)*

Like airport shops that have novelties, promotions, offering new things, (64%)
Enjoy visiting airport shops even if they don't need anything specific (63%)
In general, like to go early to the airport to have time to shop, read, relax, before their flight (63%)
Airport shops are among their favorite places to shop while traveling (53%)
Go to airport shops for other reasons than price (choice, quality, convenience, service,...) (34%)
Don't mind the price difference between downtown & airport shops (27%)
Summer-fall 2012
39
49%
Reasons to buy:
As a gift to wife/
(62%)*
When buy?
During transit & have some
spare time (41%)*
38%*
Top 5 Categories of
Inspiration
seekers
75% buy every trip
74% do not plan in advance and
might buy something they like
airport shops
High spenders in each of TOP 5

categories
32%
Reasons to buy:
at home (61%)
Reasons to buy:
(53%)
When buy?
When buy?
44%
Reasons to buy:
As a gift to child(ren) (47%)*
As a gift to my child(ren) (44%)
When buy?
During transit & have some
spare time (47%)*
29%
Reasons to buy:
As a gift to wife/
(42%)
As a gift to friend/
colleagues at home (41%)*
When buy?
Authentic Product
Seekers
Key Features:
Very occasional shoppers
Shops only when absolutely necessary
Like to live simplified lifestyle
Little emphasis on material possessions
Only interested if unique, special articles available
Travel Purpose:
Business
38%
Flying
Frequency:
Travel Class:
Economy
67%
Medium
Gender:
Household situation:
38%
28%

spouse
Living alone
34%/66%
Age:
All
ages
8%
Income:
> 6000/Month
59%
26%
Other
Purchase
Frequency:
Low
Very occasional shoppers, go shopping only when necessary (30%)

Like to live a simplified lifestyle with less emphasis on material possessions (21%)

criteria:

Local products*
Limited / special editions*
Local touch*

Highest chances of finding something
typical/unique (40%)*

products:
Price-off
Good bargain (66%)

High quality (58%)
Special, something they dont
usually find (56%)*
Like to visit all kind of shops either at airport or downtown while traveling (44%)
Prefer shopping in other places than airport shops while traveling (25%)
More than on average they don't like to waste time at airports and tend to arrive at last minute
Summer-fall 2012
Global cross category travel retail

segmentation
42
51%
Reasons to buy:
at home (72%)*
Top 5 Categories of
Authentic product seekers
66% buy every 2nd trip or less
76% do not plan in advance and might
buy something they like in airport
shops
When buy?
47%
Reasons to buy:
To stock up (57%)
(43%)
To indulge themselves (41%)*
When buy?
40%*
Reasons to buy:
at home (67%)
When buy?
34%
22%
Reasons to buy:
As a gift to
wife/husband/partner (60%)
Reasons to buy:
To stock up (49%)
When buy?
When buy?


Inspiration Seekers
Like to treat myself
without counting every
cent Low-income Promotion
Swayed

brand/ image
Authentic Product Seekers
shops) prices

brand/ image
money

Value Price-off
Seg
Price Sensitivity
Interest in Novelties / Exclusivity (Top 9 Segments)
Buy mostly my usual

products
Executive preplanners
Local Touch Gift Buyers
Price Sensitive Shopping
Value limited edition
Lovers
Value exclusive products
Mostly interested by
novelties
Authentic Product Seekers
Swayed
Seg
Inspiration Seekers
Value special airport

editions
Novelties/Exclusivity
Spend more if exclusive/

limited edition
Impulsive vs. Reasonable Shopper (Top 9 Segments)
Impulsive shopper
Know in advance what I
want to buy

Inspiration Seekers
Swayed
Price Sensitive Shopping

Lovers
Executive Pre-Planners
Browse around airport

shops
Authentic Product
Seekers
Reasonable shopper
Conventional Deal
Seekers
Seg
Local Touch Gift Buyers
Impulsive vs.
Reasonable
Recommendations
Most key Chinese segments:
Offer wide selection of novelties across categories
Assure good personalized service (ideally with Chinese speaking staff)
Present creative shopping environment and emotional presentation of SKUs
Inspiration seekers:
Offer exceptional & local items in various categories
Present good range of limited & exclusive editions
Offer range of luxury self-indulgence products
Authentic product seekers:
Offer range of unique items, not global brands found everywhere
Present local & authentic products (souvenirs & local touch)
Next Steps of
Segmentation Project
Segmentation outcomes reveal some segments are perfectly adapted to current

airport offers and others are far from delivering their full spending potential.
Receiving quantitative and qualitative information about ideal category & product
mix as well as supreme promotions & offers is crucial to maximize TR sales.
Quantification of the sizes of segments on a regional and individual airport basis at

25 key Travel Retail airports in 2013
Allow the matching of each airports Travel Retail offer according to the shares of
the segments needs & expectations at an airport & regional level.
Lets speak ONE language in ONE Travel Retail World!
Thank you to
the supporters:
British
American
Tobacco
International

Peter Mohn - Mindset

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The Travel Retail Industry's

1st Global & Cross-Category

Research conducted by m1nd-set for TFWA & APTRA

Nestle International Travel Retail

TR Industrys 1st Global and Cross-Category segmentation as industry

Worldwide, regional and per airport reading

Identify strategic opportunities

TFWA & APTRA Segmentation Research Background

TFWA & APTRA Segmentation Research Background

Focus on Three Emerging Markets:

Russia is going to account for 20%+ of all European DF in 2016

Top Travel Retail Shopper Segments:

62% of Russian Shoppers

Bargain Seeking SelfIndulgers

Living with partner/ husband/

Enjoy material possessions and having new things (44%)

Main airport shopping selection

Airport shopping benefits:

Most convenient part of trip (63%)

Limited / special editions

Offers the best prices (46%)*

Most important promotions:

Main reason to buy expensive

Good bargain (79%)*

Interested in the selection of products available in airport shops (54%)

Global cross category travel retail segmentation

Amount spent: Average

Type of the trip when shop:

Amount spent: Average

Amount spent: Below average

Young adults living with

Most important promotions:

Airport shopping benefits:

Guaranteed good quality

Special airport edition*

To use during the trip*

Main reason to buy expensive

Main airport shopping selection

High quality (59%)

Most convenient part of trip (66%)

Exclusive/limited edition (28%)*

Best product selection (58%)*

Recommended by someone (21%)*

From a top brand (44%)*

* Significant difference compared to other segments

Global cross category travel retail segmentation

65% buy every trip and almost for any

High frequency of buying:

Amount spent: Below average

Amount spent: Above average

Amount spent: Above average

Prefer buying articles someone recommended them (or

Living with partner/

Most important promotions:

Main airport shopping selection

Most convenient part of trip (55%)

Special airport edition*

Best product selection (50%)*

Airport shopping benefits:

Main reason to buy expensive

Good bargain (56%)

Guaranteed good quality

From a name brand (44%)*