Revealing shopper truths in travel retail

Garry Stasiulevicuis

Journal of Airport Management, 2012, vol. 6, issue 3, 217-224

Abstract: Stores in the travel retail environment have long-held beliefs about shopper behaviour. A new source of consumer research has revealed informative new insights to challenge some of the industry's biggest myths about shoppers, exposing a new generation of shopper understanding in the channel. The approach investigates what the shopper does both before and after the interaction at the fixture, tracking their store journey. Combining this information with shopper interviews that take place in real time and within the store environment lays the foundation in beginning to understand the motivations and reasons behind the observed shopper behaviour, uncovering the triggers to purchase that exist within the store and category. In turn this delivers powerful insight and knowledge into shopper and non-shopper behaviour. Drawing on this insight, both brands and retail operators can benefit from a greater understanding of their shoppers.

Keywords: shopper; consumer; behaviour; observation; airport retail (search for similar items in EconPapers)
JEL-codes: M1 M10 R4 R40 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jam000:y:2012:v:6:i:3:p:217-224

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