- cosmetics & high-end fragrances - May 2013
AGENDA 2
AGENDA 3
THE AMBITION OF A DEDICATED STUDY A new international study, building on previous learning. How do Global Shoppers associate travelling and purchase experiences during their trips abroad. 4
INITIAL INSIGHT Rise of a new international consumer category, particularly appealing to renowned international brands Significant purchasing power Higher than average consumption level Unique buying habits 5
OBJECTIVES Understand better the Global Shopper through 3 dimensions: Profiles and purchase habits while travelling Frequency of media usage and exposure to advertising Favourite destinations and key connection points with brands 6
METHODOLOGY Interview of 1,475 Global Shoppers from 8 countries (populations that registered highest spending levels while travelling) 200 200 200 200 75 200 200 200 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 1 st quarter of 2013) 7
A POPULATION THAT SPENDS MORE AND MORE The studied countries are part of the top 15 worldwide in terms of tourism spending Mature countries: USA, UK, France Fast growing countries: China & Hong Kong, Russia, Brazil, UAE 2005 (3 rd ) 2012 69,9 Bn 83,7 Bn (12 th ) 4,7 Bn 22,2 Bn (6 th ) (4 th ) 31,8 Bn 59,6 Bn 52,3 Bn 38,1 Bn Source: World Tourism Organization, April 2013, in USD (1 st ) (5 th ) 17,3 Bn 42,8 Bn 21,8 Bn 102 Bn (14 th ) 13,8 Bn 20,5 Bn Evolution of tourist spending abroad (USD - 2005 to 2012) 2012 Ranking per nationality 8
SAMPLE PROFILE Balanced in age Regularly purchase high-end cosmetics and fragrances 45 years 29% 39% < 35 years Purchase every 2/3 months or more 35 à 44 years 32% 4+ trips per year 3 to 4 trips per year Regular travellers for private purposes or both private /professional 21% Professional 1 to 2 trips 5% 43% per year 36% Private 48% 47% Both private/ professional 9
AGENDA 10
THE GLOBAL SHOPPER, A STRATEGIC TARGET Who is the GLOBAL SHOPPER? An INTERNATIONAL traveller who clearly associates TRAVELLING with SHOPPING
SHOPPING IS AN INTEGRAL PART OF THE GLOBAL SHOPPER S TRAVEL EXPERIENCE 96% Like to do some shopping when visiting a foreign city 83% Consider shopping as an important part of their trips Global Shopper Study by JCDecaux, 2013 12
SHOPPING IS AN INTEGRAL PART OF THE GLOBAL SHOPPER S TRAVEL EXPERIENCE Even choose their travel destination according to shopping 68% opportunities and available brands in the location 95% 81% 79% 70% Global Shopper Study by JCDecaux, 2013 13
TYPES OF PURCHASE A large diversity of products are bought, with fashion and clothing as the dominant category, followed by cosmetics & high-end fragrances and accessories Fashion & clothing Cosmetics & high-end fragrances Accessories Delicatessen & gourmet products Alcohols Leather goods Jewelry Cultural products, arts & crafts Technology products Watches 84% 81% 79% 73% 71% 69% 67% 59% 59% 58% Global Shopper Study by JCDecaux, 2013 14
TYPES OF PURCHASE Varied preferences according to country: top categories are. Delicatessen Fashion 95% 91% Cosmetics & fragrances Accessories 93% 86% Cosmetics & fragrances Fashion 93% 90% Alcohols Cosmetics & fragrances 88% 87% Accessories 89% Fashion 85% Accessories 89% Accessories 85% Fashion 88% Fashion 82% Fashion 82% Fashion 81% Accessoires Cosmetics & fragrances 72% 69% Cosmetics & fragrances Delicatessen 74% 71% Cultural products Leather goods 74% 72% Cosmetics & fragrances Alcohols 79% 74% Global Shopper Study by JCDecaux, 2013 15
The Global Shopper s buying habits - Focus on cosmetics & high-end fragrances - 16
SPENDING ON COSMETICS AND HIGH-END FRAGRANCES Spending is 225 euros on average, although showing great variation among countries. 324 225 on average 245 230 34% 34% 29% 218 214 4% 195 166 Less than 50 50 to 150 150 to 300 More than 300 146 Global Shopper Study by JCDecaux, 2013 17
GIFTS AND PERSONAL TREATS A mix of personal and non-personal purchases When you buy high end cosmetics & fragrances while travelling abroad, is it Personal purchases 86% Gifts for family/friends 79% Requests 31% Global Shopper Study by JCDecaux, 2013 18
A MIX OF PLANNED AND IMPULSE PURCHASE A planned purchase share know exactly which products or brands they want and 31% stick to it. allowing substantial room for impulse buying 53% have specific products or brands in mind, but sometimes change their mind and choose something else once in the shop. Global Shopper Study by JCDecaux, 2013 19
PREFERRED BRANDS WHEN SHOPPING ABROAD A balanced mix of available and unavailable brands in the country of origin. 50% Buy brands they know well but cannot find in their own country Buy brands they know 49% well and can find in their own country as well 64% 58% 56% 73% 63% 61% Global Shopper Study by JCDecaux, 2013 20
TRAVEL PURCHASE KEY DRIVERS 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% Buy products because they are less expensive abroad 89% 42% 37% want to indulge themselves during their travel Fast growing countries Want a souvenir of their travel Global Shopper Study by JCDecaux, 2013 21
Studying high-end cosmetics and fragrance buying habits leads us to address the necessity to reach Global Shoppers at different connection points: both in their country of origin and during their travels. Global Shopper Study by JCDecaux, 2013 22
AGENDA 23
Triggering the Global Shoppers act of purchase What are the strategic connection points? 24
DIVERSE SHOPPING PLACES Airports Duty-Free shops 75% Department stores 70% Luxury brands stores 62% Down-town perfumeries 55% Global Shopper Study by JCDecaux, 2013 25
DIVERSE SHOPPING PLACES Reasons for buying in these types of shops Airports Duty-Free shops 75% Less expensive 78% Department stores 70% More convenient 77% Luxury brands stores 62% Wider choice Better services 58% Down-town perfumeries 55% Great shopping experience Global Shopper Study by JCDecaux, 2013 26
HIGH ATTENTION PAID TO ADVERTISING Pay attention to advertising when they are 84% abroad 100% 89% 82% 75% 92% 88% 81% 67% Piccadilly Circus, London Global Shopper Study by JCDecaux, 2013 27
HIGH ATTENTION PAID TO ADVERTISING Looking at advertising helps them understand the local 87% culture when travelling abroad 97% 97% 92% 91% Global Shopper Study by JCDecaux, 2013 28
HIGH ATTENTION PAID TO ADVERTISING 69% 78% seeing the same ads as those present in their country helps them feel at ease and less disoriented Fast growing countries appreciate it when ads are similar to the ones in their 63% own country 72% Fast growing countries Global Shopper Study by JCDecaux, 2013 29
GLOBAL SHOPPERS TOP DESTINATIONS Visited countries 1 France Country of purchase for high end cosmetics & fragrances 41% 46% 2 USA 29% 43% 3 Italy 24% 38% 4 UK 19% 36% 5 Spain 12% 32% 6 Germany 14% 32% 7 Japan 16% 26% 8 Canada 9% 24% 9 Thaïland 6% 20% 10 Singapore 8% 19% Global Shopper Study by JCDecaux, 2013 30
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 Global Shopper Study by JCDecaux, 2013 31
GLOBAL SHOPPERS TOP CONNECTION POINTS Departures Shanghai Pudong Beijing Capital Chengdu Hong Kong Dubai Sharjah Sao Paulo Rio de Janeiro Destination Hong Kong New York JFK Los Angeles Shanghai Pudong Beijing Capital Chengdu Tokyo London Heathrow Muscat New York JFK Los Angeles Miami Paris-CDG Paris-CDG Nice London Heathrow Paris-CDG Rome Milan Transit Frankfurt Beijing Dubaï London Heathrow Lisbon Global Shopper Study by JCDecaux, 2013 32
JCDecaux s Airport Presence GLOBAL SHOPPERS TOP CONNECTION POINTS Departures Shanghai Pudong Beijing Capital Chengdu Hong Kong Dubai Sharjah Sao Paulo Rio de Janeiro Destination Hong Kong New York JFK Los Angeles Shanghai Pudong Beijing Capital Chengdu Tokyo London Heathrow Muscat New York JFK Los Angeles Miami Paris-CDG Paris-CDG Nice London Heathrow Paris-CDG Rome Milan Transit Frankfurt Beijing Dubaï London Heathrow Lisbon Global Shopper Study by JCDecaux, 2013 33
GLOBAL SHOPPERS TOP CONNECTION POINTS Departures Moscow St. Petersburg London Heathrow New York JFK Los Angeles Miami Washington D.C. Paris-CDG Destination Paris-CDG Nice Cairo Rome Milan Paris-CDG Nice Madrid Barcelona New York JFK Paris-CDG Nice London Heathrow Montreal London Heathrow Madrid Barcelona Rome Milan Transit Frankfurt Global Shopper Study by JCDecaux, 2013 34
JCDecaux s Airport Presence GLOBAL SHOPPERS TOP CONNECTION POINTS Departures Moscow St. Petersburg London Heathrow New York JFK Los Angeles Miami Washington D.C. Paris-CDG Destination Paris-CDG Nice Cairo Rome Milan Paris-CDG Nice Madrid Barcelona New York JFK Paris-CDG Nice London Heathrow Montreal London Heathrow Madrid Barcelona Rome Milan Transit Frankfurt Global Shopper Study by JCDecaux, 2013 35
AGENDA 36
Focus on Chinese Global Shoppers METHODOLOGY 200 Chinese travellers interviewed online during the 1 st 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. 37
When travelling means shopping 99% Chinese declare that shopping is an important part of their trip Vs. 83% for other nationalities* 95% even choose their travel destination according to shopping opportunities and available brands in the location Vs. 68% for other nationalities * Includes all the nationalities surveyed for this study 38
The biggest spenders The Chinese are avid shoppers when traveling 93% Vs. 81% for other nationalities High-end cosmetics & fragrances Fashion Accessories 86% Vs. 79% for other nationalities Fashion & Clothing 85% Vs. 84% for other nationalities Technology Products 83% Vs. 58% for other nationalities Leather Goods 81% Vs. 69% for other nationalities Jewelry 81% Vs. 67% for other nationalities Alcohol 80% Vs. 71% for other nationalities Average spend per trip on high-end cosmetics & fragrances: 324 Vs. 225 for other nationalities Watches 77% Vs. 58% for other nationalities Cultural Products 68% Vs. 59% for other nationalities 39
Focus on high-end cosmetics & fragrances purchases Shanghai Pudong 40
Chinese shop for themselves, their families & friends and for acquaintances Make personal purchases 92% Vs. 86% for other nationalities Buy gifts 92% Vs. 79% for other nationalities Chosen by themselves 89% Vs. 88% for other nationalities Brands bought to order 64% Vs. 57% for other nationalities Buy upon requests from relatives and friends 47% Vs. 31% for other nationalities 41
They know which products and brands they want Chinese travellers are the most likely to plan their purchases in advance 1/2 Know exactly which products or brands they want and stick to them Vs. 1/3 for other nationalities but some will impulse buy 39% Have specific products or brands in mind, but sometimes change their mind and choose something else once in the shop Vs. 53% for other nationalities 42
This behaviour gives brands great communication opportunities Chinese state that they pay attention to ads when travelling: 100% Vs. 87% other nationalities Pay attention to advertising in airports 99% Vs. 92% other nationalities Piccadilly Miami Circus, London This high advertising receptiveness brings great opportunities for brands to communicate at POS 43
Chinese regard advertising as part of a unique travel experience Say advertising helps them understand the local culture 97% Vs. 87% for other nationalities Paris 44
Which cosmetics brands do they buy? Brands they know well and can find in China 51% 49% Brands they know well and cannot find in China 45
They prefer to buy them abroad 70% Because they are less expensive than in China Vs. 69% for other nationalities 62% 55% To buy the brand in its country of origin Vs. 29% for other nationalities To have a souvenir of their travel Vs. 29% for other nationalities 46
Looking for the ultimate shopping experience 81% Of the airport shopping done by Chinese travellers takes place on the return trip Vs. 74% for other nationalities 8/10 Shop in Duty Free areas Vs. 75% for other nationalities Why Chinese travellers prefer Duty Free Shopping: It is more convenient 66% Vs. 77% for other nationalities It is less expensive 66% Vs. 78% for other nationalities Beijing they expect a great shopping experience 62% Vs. 36% for other nationalities * Vs. department stores, luxury brands stores and perfumeries located in the city centres 47
Top Destinations 1 2 3 4 5 6 7 8 9 10 11 12 Hong-Kong USA France Japan South Korea Singapore UK Australia Thailand Germany Canada Italy Visited country Country of purchase for highend cosmetics & fragrances 11% 7% 13% 14% 21% 30% 26% 23% 36% 34% 33% 32% 32% 31% 48% 56% 52% 50% 48% 63% 64% 71% 67% 79% 48
Top Connection Points Departure Transit Destination Shanghai Pudong Beijing Capital Chengdu Frankfurt Hong Kong New York JFK Los Angeles Paris-CDG Nice The best global network to reach Chinese Global Shoppers 49
Conclusion During their travels, Chinese value The Shopping Experience like no other nationality: They shop for everyone: themselves, their families & friends and for acquaintances They make both planned and impulse purchases They are the highest spenders in Duty Free shops Their incredibly high awareness of advertising means Airport advertising is very effective at reaching this high-spending valuable audience.. 50
Chinese Global Shopper ID CARD Well above average purchasing of all product categories available in the Duty Free Shops Fashion accessories 2 Cosmetics 1 Clothing 3 Very high awareness of airport advertising 99% High-end cosmetics & fragrances Pay attention to airports advertising Avid shoppers - make both planned and impulse purchases Don t know exactly which product/brands to buy They look for a great shopping experience 6/10 Justify their preference for duty free shops in this way They buy brands in their country of origin to have as a souvenir of their travels Highest average spending 324 Per trip Vs. 225 for other nationalities Top shopping destinations* *Excluding Hong Kong 51
Focus on Russian Global Shoppers METHODOLOGY 200 Russian travellers interviewed online during the 1 st 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. 52
When travelling means shopping like to shop when visiting 96% a foreign city Consider shopping as an important part of their 76% trip 53
Their shopping list contains specific products Most Russians make purchases when traveling: Alcohols 88% Vs. 71% for other nationalities High-end cosmetics & fragrances 87% Vs. 81% for other nationalities Fashion Accessories 85% Vs. 79% for other nationalities Jewellery 80% Vs. 67% for other nationalities Leather Goods 79% Vs. 69% for other nationalities 54
Focus on high-end cosmetics & fragrances purchases 55
They shop to find the perfect gift Buy gifts 85% Vs. 79% for other nationalities Chosen by themselves 87% Vs. 88% for other nationalities Bought brands to order 44% Vs. 57% for other nationalities Make personal purchases 78% Vs. 86% for other nationalities 56
Very Impulsive purchasers 8/10 Don t know exactly which products or brands they want beforehand 57
A highly receptive audience 81% Pay attention to ads when travelling Pay attention to advertising in 88% airports High advertising receptiveness combined with impulse purchases presents great POS opportunities for brands Miami Paris 58
Which cosmetics brands do they buy? Brands they know well and can find in Russia 33% 64% Brands they know well and cannot find in Russia They love buying products in the brand s country of origin 1/2 Russian 1/3 for other nationalities Vs. 59
They prefer Duty Free shops 77% Of the airport shopping done by Russian travellers takes place on the return trip Vs. 74% other nationalities 7/10 Shop in Duty Free areas Why Russians prefer Duty Free Shopping: It is less expensive 87% Vs. 78% other nationalities It is more convenient 69% Vs. 77% other nationalities There is a wider choice 61% Vs. 58% other nationalities * Vs. department stores, luxury brands stores and perfumeries located in the city centres 60
Top Destinations 1 2 3 4 5 6 7 8 9 10 11 12 France Egypt Italy Germany Spain Greece Dubai & UAE Thailand UK USA Israel China Visited country Country of purchase for highend cosmetics & fragrances 3% 10% 8% 9% 13% 17% 16% 17% 22% 29% 25% 23% 23% 21% 20% 29% 28% 36% 37% 44% 38% 44% 40% 48% 61
Top Connection Points Departure Transit Destination Moscow St Petersburg Frankfurt Paris-CDG Nice Cairo Rome Milan The best global network to reach Russian Global Shoppers 62
Conclusion During their travels, Russians value shopping: They over-consume almost each category, most of all alcohol They love bringing gifts back home They prefer shopping at the airport than any other place They don t know which particular brands to buy, which creates great opportunities for brands communication in airports Their impulsive purchasing style alongside with a high ad awareness makes Russians a valuable and receptive audience for airport advertising. 63
Russian Global Shopper ID CARD Above average purchasing of specific products Cosmetics 2 Alcohol 1 Fashion accessories 3 High ad awareness 88% Pay attention to airports advertising High-end cosmetics & fragrances Impulse purchases of gifts Preference for Duty Free Shops 8/10 7/10 Bring back gifts and don t know which products or brands they want Like Duty Free because of price, convenience & choice Like to purchase products in the brands country of origin 1/2 Russian High average spending 218 Per trip Europe is their top shopping destination 64
Focus on Brazilian Global Shoppers METHODOLOGY 200 Brazilian travellers interviewed online during the 1 st 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.
When travelling means shopping 9/10 8/10 Brazilians declare that shopping is an important part of their trip Vs. 8/10 for other nationalities* even choose a travel destination according to shopping opportunities and available brands in the location Vs. 7/10 for other nationalities * Includes all the nationalities surveyed for this study 66
Their shopping list reflects unique buying habits Brazilians like to buy a wide range of products while traveling: High-end cosmetics & fragrances 93% Vs. 81% for other nationalities Technology Products 91% Vs. 58% for other nationalities Fashion & Clothing 90% Vs. 84% for other nationalities Fashion Accessories 89% Vs. 79% for other nationalities Watches 77% Vs. 58% for other nationalities Jewelry 73% Vs. 67% for other nationalities Average spending per trip on high-end cosmetics & fragrances: 230 Vs.. 225 for other nationalities Alcohols 73% Vs. 71% for other nationalities 67
Focus on high-end cosmetics & fragrances purchases Shanghai Pudong 68
Brazilians mix personal and non personal purchases Make personal purchases 90% Vs. 86% other nationalities Buy gifts 83% Vs. 79% other nationalities Chosen by themselves 88% Vs. 88% for other nationalities Bought brands to order 61% Vs. 57% for other nationalities 69
They are impulse buyers 2/3 Brazilians don t know exactly which products or brands they want beforehand 57% Have specific products or brands in mind, but sometimes change their mind and choose something else once in the shop Vs. 53% for other nationalities 70
This behaviour gives brands the opportunity to communicate at POS Pay attention to ads when travelling 92% Vs. 87% for other nationalities Pay attention to advertising in airports 93% Vs. 92% for other nationalities Brazilians regard advertising as a part of a unique travel experience Say advertising helps them understand the local culture 92% Vs. 87% for other nationalities Piccadilly Circus, London Miami 71
Which cosmetics brands do they buy? Brands they know well and can find in Brazil 44% 57% Brands they know well and cannot find in Brazil 89% Because they are less expensive than in Brazil Vs.. 69% for other nationalities 72
They deeply appreciate the convenience of airport shopping 79% Of the airport shopping done by Brazilian travellers takes place on the return trip Vs. 74% for other nationalities 6/10 Shop in Duty Free areas Why Brazilians prefer Duty Free Shopping*: It is more convenient 79% Vs. 77% for other nationalities It is less expensive 70% Vs. 78% for other nationalities Beijing There is a wider choice 68% Vs. 58% for other nationalities * Vs.. department stores, luxury brands stores and perfumeries located in the city centres 73
Top Destinations Visited country 1 2 3 4 5 6 7 8 9 10 11 12 USA France Italy Argentina Portugal Spain UK Germany Canada Chili Mexico Japan 13 Switzerland 14 Dubai & UAE Country of purchase for highend cosmetics & fragrances 13% 15% 10% 9% 7% 4% 24% 16% 25% 8% 14% 25% 22% 19% 16% 6% 13% 8% 12% 31% 44% 49% 38% 35% 45% 45% 69% 75% 74
Top Connection Points Departure Transit Destination Sao Paulo Rio de Janeiro Lisbon New York JFK Los Angeles Miami Paris-CDG Rome Milan The best global network to reach brazillian Global Shoppers 75
Conclusion During their travels, Brazilians exhibit specific shopping habits: They over-consume almost each category, most of all Technology and Watches They look for choice, lower prices and convenience They are ready to buy, but have not already decided which products/brands they want This spontaneity presents great opportunities for brands to communicate with receptive consumers just before purchase decisions in airports This impulsive purchasing style alongside with a high ad awareness make them a profitable audience to reach. 76
Brazilian Global Shopper ID CARD Above average purchasing of certain categories Technology 2 Cosmetics 1 Clothing 3 High ad awareness 93% Pay attention to airports advertising High-end cosmetics & fragrances Impulse purchasing Don t know exactly which products/brands they want Preference for Duty Free Shops 7/10 Like Duty Free Shopping because of prices, convenience and choice High average spending Per trip 230 Vs. 225 for other nationalities Top shopping destinations 77
- cosmetics & high-end fragrances - May 2013