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AGENDA
AGENDA
INITIAL INSIGHT
Significant purchasing
power
OBJECTIVES
METHODOLOGY
Interview of 1,475 Global Shoppers from 8 countries
(populations that registered highest spending levels while travelling)
200
200
200
200
200
200
75
200
Target :
International Travellers
Highest Earners
Regular consumption of high-end cosmetics and fragrances
Balanced distribution of men and women
Quantitative online questionnaire (undertaken during the
1st
quarter of 2013)
15 worldwide in terms of
tourism spending
Mature countries: USA, UK, France
Fast growing countries: China & Hong Kong, Russia, Brazil, UAE
17,3 Bn
(5th)
42,8 Bn
59,6 Bn
(4th)
69,9 Bn
(3rd)
52,3 Bn
21,8 Bn
31,8 Bn
83,7 Bn
(6th)
38,1 Bn
(1st)
102 Bn
13,8 Bn
(14th)
20,5 Bn
4,7 Bn
2005
2012
(12th)
22,2 Bn
Evolution of tourist spending abroad (USD - 2005 to 2012)
2012 Ranking per nationality
SAMPLE PROFILE
Balanced in age
45 years
29%
39%
< 35 years
32%
35 44 years
Regular travellers
4+ trips per
year
21%
43%
36%
3 to 4 trips
per year
1 to 2 trips
per year
5%
Private
48%
47%
Professional
Both private/
professional
AGENDA
10
SHOPPER ?
who clearly associates
96%
83%
Consider shopping as an
12
68%
95%
81%
79%
70%
13
TYPES OF PURCHASE
diversity of products are bought, with fashion
and clothing as the dominant category, followed by cosmetics
& high-end fragrances and accessories
A large
84%
81%
79%
Accessories
73%
71%
Alcohols
69%
Leather goods
67%
Jewelry
59%
Technology products
59%
Watches
58%
Global Shopper Study by JCDecaux, 2013
14
TYPES OF PURCHASE
Delicatessen
95%
Cosmetics &
fragrances
93%
Cosmetics &
fragrances
93%
Alcohols
88%
Fashion
91%
Accessories
86%
Fashion
90%
Cosmetics &
fragrances
87%
Accessories
89%
Fashion
85%
Accessories
89%
Accessories
85%
Fashion
82%
Fashion
82%
Fashion
81%
Accessoires 72%
Cosmetics &
fragrances
74%
Cultural
products
74%
Cosmetics &
79%
fragrances
Cosmetics &
69%
fragrances
Delicatessen
71%
Fashion
88%
Alcohols
74%
15
16
SPENDING ON COSMETICS
AND HIGH-END FRAGRANCES
Spending is 225 euros on average, although showing great variation
among countries.
324
245
225 on average
230
34%
218
34%
29%
214
195
4%
166
Less than
50
50 to
150
146
17
Personal purchases
Requests
86%
79%
31%
18
A MIX OF PLANNED
AND IMPULSE PURCHASE
31%
stick to it.
53%
19
PREFERRED BRANDS
WHEN SHOPPING ABROAD
50%
49%
64%
73%
58%
63%
56%
61%
Global Shopper Study by JCDecaux, 2013
20
Why would Global Shoppers buy abroad, brands that they can find in their own country ?
Better prices and hedonist desires are the two key drivers
70%
89%
42%
37%
21
22
AGENDA
23
24
Airports Duty-Free
shops
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
70%
62%
55%
25
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
70%
Less expensive
78%
More convenient
77%
Wider choice
58%
62%
Better services
55%
26
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
Less expensive
70%
More convenient
58%
Wider choice
82%
62%
Better services
55%
50%
27
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
Less expensive
70%
More convenient
Wider choice
71%
Better services
73%
69%
62%
55%
28
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
Less expensive
70%
More convenient
Wider choice
56%
Better services
43%
43%
62%
55%
29
SHOPPING AREAS
VITAL CHANNEL FOR GLOBAL SHOPPERS
94% different
neighbourhoods
visit mostly the main
89% monuments
30
CONSUMMERS ON THE GO
USE OF ALL MODES
When you visit a large city abroad, how do you travel?
96%
95%
90%
80%
80%
74%
by foot
taxi
with public
transports
rental car
city tour bus
coach
Global Shopper Study by JCDecaux, 2013
31
84%
Pay attention to
advertising when they are
abroad
100%
92%
89%
88%
82%
81%
75%
67%
32
87%
97%
97%
92%
91%
33
69%
less disoriented
78%
63%
72%
34
35
AGENDA
36
experience
discovery,
emotion and
impulse
37
experience
38
39
GLOBAL SHOPPERS
TOP DESTINATIONS
Visited countries
1 France
41% 46%
29%
2 USA
3 Italy
24%
4 UK
32%
14%
7 Japan
10 Singapore
36%
12%
6 Germany
9 Thaland
38%
19%
5 Spain
8 Canada
43%
32%
16%
9%
6%
8%
26%
24%
20%
19%
40
GLOBAL SHOPPERS
TOP DESTINATIONS
Hong Kong
China
UK
USA
USA
Japan
Oman
France
France
UK
France
Italy
France
France
France
UK
Egypt
Spain
UK
Spain
Italy
USA
Canada
Italy
41
GLOBAL SHOPPERS
CONNECTION PLANNING
42
GLOBAL SHOPPERS
TOP CONNECTION POINTS
Departures
Shanghai Pudong
Dubai
Sao Paulo
Sharjah
Rio de Janeiro
Shanghai Pudong
Beijing Capital
Chengdu
London Heathrow
Tokyo
Muscat
Paris-CDG
Nice
London Heathrow
Paris-CDG
Frankfurt
Beijing
Duba
Beijing Capital
Hong Kong
Chengdu
Destination
Hong Kong
New York JFK
Los Angeles
Transit
London Heathrow
Paris-CDG
Rome
Milan
Lisbon
43
GLOBAL SHOPPERS
TOP CONNECTION POINTS
JCDecauxs Airport
Presence
Departures
Shanghai Pudong
Dubai
Sao Paulo
Sharjah
Rio de Janeiro
Shanghai Pudong
Beijing Capital
Chengdu
London Heathrow
Tokyo
Muscat
Paris-CDG
Nice
London Heathrow
Paris-CDG
Frankfurt
Beijing
Duba
Beijing Capital
Hong Kong
Chengdu
Destination
Hong Kong
New York JFK
Los Angeles
Transit
London Heathrow
Paris-CDG
Rome
Milan
Lisbon
44
GLOBAL SHOPPERS
TOP CONNECTION POINTS
JCDecaux - other
Presence
Departures
Shanghai
Beijing
Dubai
Sao Paulo
Sharjah
Rio de Janeiro
Shanghai
Beijing
Chengdu
London
New York
Los Angeles
Miami
Tokyo
Muscat
London
Paris
Rome
Milan
London
Lisbon
Hong Kong
Chengdu
Destination
Hong Kong
New York
Los Angeles
Paris
Nice
Transit
Frankfurt
Paris
Beijing
Duba
45
GLOBAL SHOPPERS
TOP CONNECTION POINTS
Departures
Moscow
London Heathrow
St. Petersburg
Destination
Paris-CDG
Nice
Cairo
Rome
Milan
Paris-CDG
Nice
Madrid
Barcelona
New York JFK
Paris-CDG
Nice
London Heathrow
Montreal
Paris-CDG
London Heathrow
Madrid
Barcelona
Rome
Milan
Transit
Frankfurt
46
GLOBAL SHOPPERS
TOP CONNECTION POINTS
JCDecauxs Airport
Presence
Departures
Moscow
London Heathrow
St. Petersburg
Destination
Paris-CDG
Nice
Cairo
Rome
Milan
Paris-CDG
Nice
Madrid
Barcelona
New York JFK
Paris-CDG
Nice
London Heathrow
Montreal
Paris-CDG
London Heathrow
Madrid
Barcelona
Rome
Milan
Transit
Frankfurt
47
GLOBAL SHOPPERS
TOP CONNECTION POINTS
JCDecaux - other
Presence
Departures
Moscow
London
St. Petersburg
Destination
Paris
Nice
Cairo
Rome
Milan
Paris
Nice
Madrid
Barcelona
New York
New York
Los Angeles
Miami
Washington D.C.
Paris
Nice
London
Montreal
Paris
London
Madrid
Barcelona
Rome
Milan
Transit
Frankfurt
48
GLOBAL SHOPPERS
CONNECTION PLANNING
49
CONNECTION PLANNING
50
CONNECTION PLANNING
Strategic locations held on a long-term basis
For instance in London
Premiere 450
Both on the access road and in the immediate vicinity of the Westfield Shopping Centre
51
CONNECTION PLANNING
Strategic locations held on a long-term basis
For instance in London
CONNECTION PLANNING
53
CONNECTION PLANNING
HIGHLIGHTS
Per nationality
For example, for the Middle Eastern
Global Shoppers
Per destination
For example, the Fashion Week
in Paris, Milan, London & New York
Summer
The days prior to and
following the Ramadan
54
CONNECTION PLANNING
BY JCDECAUX
55
AGENDA
56
Focus on
Chinese Global Shoppers
METHODOLOGY
200 Chinese travellers interviewed online
during the 1st quarter of 2013. The
questionnaire targeted a well-balanced
57
Fashion Cosmetics
accessories
99%
Clothing
6/10
324
Per trip
Vs. 225 for other nationalities
58
Focus on
Russian Global Shoppers
METHODOLOGY
200 Russian travellers interviewed online
59
Alcohol
Cosmetics
High ad awareness
88%
Fashion
accessories
8/10
7/10
1/2 Russian
218
Per trip
60
Focus on
Brazilian Global Shoppers
METHODOLOGY
200 Brazilian travellers interviewed online
during the 1st quarter of 2013. The
questionnaire targeted a well-balanced
sample of men and women air passengers,
earning top revenues and regularly
consuming high-end cosmetics and
fragrances while travelling.
High ad awareness
Cosmetics
Technology
93%
Clothing
Impulse purchasing
6/10
230
Per trip
Vs. 225 for other nationalities
Focus on
American Global Shoppers
METHODOLOGY
200 travellers from the US interviewed
online during the 1st quarter of 2013. The
questionnaire targeted a well-balanced
sample of men and women air passengers,
earning top revenues and regularly
purchasing high-end cosmetics and
fragrances while travelling.
63
High ad awareness
Cultural
products
90%
Fashion
Leather
goods
Impulse purchasing
85%
7/10
195
Per trip
Vs. 185 for all mature countries