The Changing Role of Pre-Trip Research in Travel Retail
As Duty Free shopping becomes increasingly impulsive, experiential and driven by in-store engagement, what role does pre-trip research now play in the shopper journey?
Historically, pre-trip research has been viewed as an important tool for driving conversion, encouraging shoppers to plan their purchases, identify products and make decisions before they even arrive at the airport. However, as purchase planning continues to decline and shoppers become more receptive to discovery, retail theatre and immersive experiences when in the store, the role of pre-trip research is potentially shifting.
Based on our research as part of the Pi Insight Global Shopper Database, of those that look for information before arriving at the airport, the leading areas of interest are:
- Specific product prices: 53%
- The available range: 52%
- Duty Free exclusives or limited editions: 47%
- Promotional discounts: 46%
- Duty Free allowances: 45%
- Store locations: 44%
This shows how pre-trip research is being conducted as a means of information collecting, and illustrates how pre-trip research should increasingly focus on informing the shopper and supporting their eventual in-store experience & decision-making.
This doesn’t mean pre-trip research is becoming less important. Instead, its role is evolving, with shoppers wanting to arrive at the airport with a basic understanding of what’s available, general pricing, and what may be different to other channels (such as domestic), but not necessarily knowing what they intend to buy.
Whatsmore, providing this information in advance could make them more receptive to the experiences, products and opportunities they encounter once inside the store, and also free up the time required to take advantage and immerse themselves in the activities that may be available.
Discover more; download the infographic “What is the role of Pre-Trip Research?” from our Resource Hub.
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