Why do shoppers interact with staff during their time in the Duty Free store?
Staff interaction remains an important part of the Travel Retail experience, acting as potentially the most influential tool at our disposal for shaping decision making, but also acting as a key means of meeting shopper wants, needs and expectations.
However, in order to ensure we are meeting those expectations, we need to understand the key reasons why interactions occur. For a fairly large proportion, interactions are based around store-led needs, such as finding a product, checking a price or understanding a promotion; the areas that assist with ease of shop. In addition to this though, shoppers also expect staff to go further than simply helping them navigate the store, and expect real knowledge, information and reassurance from their engagements.
Taken from our most recent edition of the Global Shopper Database, here are the top 5 staff interaction drivers we are currently seeing:
1. Help locating a product (39%)
The leading interaction reason is potentially the most functional; helping to find a product. Shoppers arrive with a product, brand or category already in mind and want staff to help them find it quickly.
2. Checking a price (36%)
Price remains fundamental to the Travel Retail proposition, but shoppers don’t always have complete clarity around what something costs or the value it represents. Staff can help remove uncertainty, particularly where promotions, multi-buys or different formats make the value equation more complicated.
3. Advice on a specific item (29%)
This is where the role begins to move from navigation towards decision support. The shopper may already be considering a product but wants reassurance around quality, suitability, differences between variants or whether it is the right choice for their particular purchase need.
4. Advice on a new product (27%)
Shoppers may be interested in a new item, but without existing knowledge or experience they need more information before committing. Staff with real knowledge & expertise can explain what is different, why it is relevant and give shoppers the confidence to try something unfamiliar.
5. Advice on a promotion (26%)
Promotions can attract attention, but shoppers still need to understand the offer. Staff can explain how the promotion works, but importantly also the true value they are being offered.
Don’t miss the complementary infographic, ‘What are the key staff interaction drivers?’ – now available to download via our Resource Hub.
#TravelRetail #DutyFree #ShopperInsights #CustomerExperience #RetailExperience #ShopperBehaviour #ConsumerInsights #RetailStaff #PiInsight