Cosmetics & Luxury Shopping Guide May 2013
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The document summarizes research on global shoppers and their purchasing habits while traveling internationally. It finds that shopping is an integral part of global shoppers' travel experiences. They spend on average €225 on cosmetics and fragrances during trips. Purchases include both gifts and personal items. While some purchases are planned, impulse buys account for over half of purchases. Key connection points to target global shoppers include major airports, downtown areas, department stores, and luxury brand stores in popular destination cities. Out-of-home advertising is an effective way to reach these mobile consumers at various stages of their journeys.
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Cosmetics & Luxury Shopping Guide May 2013
- 1. - cosmetics & high-end fragrances May 2013
- 2. AGENDA 2
- 3. AGENDA 3
- 4. 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
- 5. 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
- 6. OBJECTIVES Understand better the Global Profiles and purchase habits while travelling Shopper through 3 dimensions: Frequency of media usage and exposure to advertising Favourite destinations and key connection points with brands 6
- 7. 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 7 1st quarter of 2013)
- 8. 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 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 Source: World Tourism Organization, April 2013, in USD 8
- 9. SAMPLE PROFILE Regularly purchase high-end cosmetics and fragrances Balanced in age 45 years 29% 39% < 35 years Purchase every 2/3 months or more 32% 35 à 44 years Regular travellers… 4+ trips per year 21% 43% 36% 3 to 4 trips per year … for private purposes or both private /professional 1 to 2 trips per year 5% Private 48% 47% Professional Both private/ professional 9
- 10. AGENDA 10
- 11. THE GLOBAL SHOPPER, A STRATEGIC TARGET Who is the GLOBAL An INTERNATIONAL traveller… SHOPPER ? … who clearly associates TRAVELLING with SHOPPING
- 12. 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
- 13. SHOPPING IS AN INTEGRAL PART OF THE GLOBAL SHOPPER’S TRAVEL EXPERIENCE 68% Even choose their travel destination according to shopping opportunities and available brands in the location 95% 81% 79% Global Shopper Study by JCDecaux, 2013 70% 13
- 14. 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% Fashion & clothing 81% Cosmetics & high-end fragrances 79% Accessories 73% Delicatessen & gourmet products 71% Alcohols 69% Leather goods 67% Jewelry Cultural products, arts & crafts 59% Technology products 59% Watches 58% Global Shopper Study by JCDecaux, 2013 14
- 15. TYPES OF PURCHASE… Varied preferences according to country: top categories are …. 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% Leather goods 72% Fashion 88% Global Shopper Study by JCDecaux, 2013 Alcohols 74% 15
- 16. The Global Shopper’s buying habits - Focus on cosmetics & high-end fragrances - 16
- 17. 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 €150 to More than €300 €300 Global Shopper Study by JCDecaux, 2013 €146 17
- 18. 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 Gifts for family/friends Requests 86% 79% 31% Global Shopper Study by JCDecaux, 2013 18
- 19. A MIX OF PLANNED AND IMPULSE PURCHASE A planned purchase share… 31% know exactly which products or brands they want and 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
- 20. PREFERRED BRANDS WHEN SHOPPING ABROAD A balanced mix of available and unavailable brands in the country of origin. Buy brands they know 50% well but cannot find in their own country Buy brands they know 49% well and can find in their own country as well 64% 73% 58% 63% 56% 61% Global Shopper Study by JCDecaux, 2013 20
- 21. 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
- 22. Studying high-end cosmetics and fragrance necessity to reach Global Shoppers at their country buying habits leads us to address the different connection points: both in of origin and during their travels. Global Shopper Study by JCDecaux, 2013 22
- 23. AGENDA 23
- 24. Triggering the Global Shoppers’ act of purchase What are the strategic connection points? 24
- 25. DIVERSE SHOPPING PLACES Airports Duty-Free shops Department stores Luxury brands’ stores Down-town perfumeries 75% 70% 62% 55% Global Shopper Study by JCDecaux, 2013 25
- 26. DIVERSE SHOPPING PLACES Reasons for buying in these types of shops Airports Duty-Free shops Down-town perfumeries Less expensive 70% 78% More convenient 77% Wider choice Department stores Luxury brands’ stores 75% 58% 62% Better services 55% Great shopping experience Global Shopper Study by JCDecaux, 2013 26
- 27. DIVERSE SHOPPING PLACES Reasons for buying in these types of shops Airports Duty-Free shops Down-town perfumeries Less expensive 70% More convenient 58% Wider choice Department stores Luxury brands’ stores 75% 82% 62% Better services 55% Great shopping experience Global Shopper Study by JCDecaux, 2013 50% 27
- 28. DIVERSE SHOPPING PLACES Reasons for buying in these types of shops Airports Duty-Free shops Department stores 75% Less expensive 70% More convenient Wider choice Luxury brands’ stores Down-town perfumeries 71% Better services 73% Great shopping experience 69% 62% 55% Global Shopper Study by JCDecaux, 2013 28
- 29. DIVERSE SHOPPING PLACES Reasons for buying in these types of shops Airports Duty-Free shops Department stores 75% Less expensive 70% More convenient Wider choice Luxury brands’ stores Down-town perfumeries 56% Better services 43% Great shopping experience 43% 62% 55% Global Shopper Study by JCDecaux, 2013 29
- 30. SHOPPING AREAS VITAL CHANNEL FOR GLOBAL SHOPPERS enjoy walking around 94% shopping areas enjoy walking around the 94% different neighbourhoods visit mostly the main 89% monuments Global Shopper Study by JCDecaux, 2013 30
- 31. 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
- 32. HIGH ATTENTION PAID TO ADVERTISING 84% Pay attention to advertising when they are abroad 100% 92% 89% 88% 82% 81% 75% 67% Piccadilly Circus, London Global Shopper Study by JCDecaux, 2013 32
- 33. HIGH ATTENTION PAID TO ADVERTISING 87% Looking at advertising helps them understand the local culture when travelling abroad 97% 97% 92% 91% Global Shopper Study by JCDecaux, 2013 33
- 34. HIGH ATTENTION PAID TO ADVERTISING 69% seeing the same ads as those present in their country helps them feel at ease and less disoriented 78% 63% 72% Fast growing countries appreciate it when ads are similar to the ones in their own country Fast growing countries Global Shopper Study by JCDecaux, 2013 34
- 35. SIGNIFICANT EXPOSURE AND AWARENESS TOWARDS OOH COMMUNICATION Out-Of-Home advertising combines visual impact and affinity when targeting a highly mobile audience. « When abroad, I pay attention to … » 95% Roadside advertising Of which 49% claim « yes, definitely » 92% Airport advertising Of which 43% claim « yes, definitely » Global Shopper Study by JCDecaux, 2013 35
- 36. AGENDA 36
- 37. THE CONNECTION PLANNING CITY – AIRPORT For the Global Shopper, travelling is a seamless experience… …that takes the form of discovery, emotion and impulse 37
- 38. THE CONNECTION PLANNING CITY – AIRPORT For the Global Shopper, travelling is a seamless experience… …brands that accompany the Global Shoppers throughout their journey will become an integral part of their experience 38
- 39. What are the Connection Points of Global Shoppers ? 39
- 40. GLOBAL SHOPPERS TOP DESTINATIONS Visited countries 1 France Country of purchase for high end cosmetics & fragrances 41% 46% 29% 2 USA 3 Italy 24% 4 UK 32% 14% 7 Japan 10 Singapore 36% 12% 6 Germany 9 Thaïland 38% 19% 5 Spain 8 Canada 43% 32% 16% 9% 6% 8% 26% 24% 20% 19% Global Shopper Study by JCDecaux, 2013 40
- 41. 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 41
- 42. GLOBAL SHOPPERS CONNECTION PLANNING 1 Identify key Connection Points for each nationality Departures / Destinations / Transit 42
- 43. GLOBAL SHOPPERS TOP CONNECTION POINTS Departures Shanghai Pudong Dubai Sao Paulo Sharjah Rio de Janeiro Shanghai Pudong Beijing Capital Chengdu London Heathrow New York JFK Los Angeles Miami Tokyo Muscat Paris-CDG Nice London Heathrow Paris-CDG Frankfurt Beijing Dubaï Beijing Capital Hong Kong Chengdu Destination Hong Kong New York JFK Los Angeles Transit London Heathrow Global Shopper Study by JCDecaux, 2013 Paris-CDG Rome Milan Lisbon 43
- 44. GLOBAL SHOPPERS TOP CONNECTION POINTS JCDecaux’s Airport Presence Departures Shanghai Pudong Dubai Sao Paulo Sharjah Rio de Janeiro Shanghai Pudong Beijing Capital Chengdu London Heathrow New York JFK Los Angeles Miami Tokyo Muscat Paris-CDG Nice London Heathrow Paris-CDG Frankfurt Beijing Dubaï Beijing Capital Hong Kong Chengdu Destination Hong Kong New York JFK Los Angeles Transit London Heathrow Global Shopper Study by JCDecaux, 2013 Paris-CDG Rome Milan Lisbon 44
- 45. GLOBAL SHOPPERS TOP CONNECTION POINTS JCDecaux - other Presence Departures Shanghai Sao Paulo Sharjah Beijing Dubai 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 Dubaï Global Shopper Study by JCDecaux, 2013 45
- 46. 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 New York JFK Los Angeles Miami Washington D.C. Paris-CDG Nice London Heathrow Montreal Paris-CDG London Heathrow Madrid Barcelona Rome Milan Transit Frankfurt Global Shopper Study by JCDecaux, 2013 46
- 47. GLOBAL SHOPPERS TOP CONNECTION POINTS JCDecaux’s Airport Presence Departures Moscow London Heathrow St. Petersburg Destination Paris-CDG Nice Cairo Rome Milan Paris-CDG Nice Madrid Barcelona New York JFK New York JFK Los Angeles Miami Washington D.C. Paris-CDG Nice London Heathrow Montreal Paris-CDG London Heathrow Madrid Barcelona Rome Milan Transit Frankfurt Global Shopper Study by JCDecaux, 2013 47
- 48. 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 Global Shopper Study by JCDecaux, 2013 48
- 49. GLOBAL SHOPPERS CONNECTION PLANNING 1 Identify key Connection Points for each nationality Departures / Destinations / Transit Diversify the range of countries and advertised airports to ensure the coverage of all the connection points 49
- 50. CONNECTION PLANNING 1 Identify key Connection Points for each nationality 2 Ensure visibility in the main destination cities On a range of strategic locations held on a long-term basis, or through a thought-out use of national campaigns 50
- 51. 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
- 52. CONNECTION PLANNING Strategic locations held on a long-term basis For instance in London Tottenham Cuort Road (Digital) Tottenham Court Road Within Tottenham Court Road and in its immediate vicinity 52
- 53. CONNECTION PLANNING 1 Identify key Connection Points for each nationality 2 Ensure visibility in the main destination cities 3 Animate the key events Per nationality Per destination 53
- 54. CONNECTION PLANNING HIGHLIGHTS 3 Animate the key events 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
- 55. CONNECTION PLANNING BY JCDECAUX JCDecaux orchestrates the meeting of brands and Global Shoppers through all stages of their journey, by proposing high quality contact points that ensure: Highly conspicuous presence A seamless media immersion, to accompany the shopping experience 55
- 56. AGENDA 56
- 57. Focus on Chinese Global Shoppers METHODOLOGY 200 Chinese 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. 57
- 58. Chinese Global Shopper ID CARD • • Well above average purchasing of all product categories available in the Duty Free Shops Very high awareness of airport advertising Fashion Cosmetics accessories 2 99% 1 Clothing 3 Pay attention to airports advertising High-end cosmetics & fragrances • Avid shoppers - make both planned and impulse purchases • They look for a great shopping “experience” • They buy brands in their country of origin to have as a souvenir of their travels • Highest average spending • Top shopping destinations* *Excluding Hong Kong Don’t know exactly which product/brands to buy 6/10 €324 Justify their preference for duty free shops in this way Per trip Vs. €225 for other nationalities 58
- 59. Focus on Russian Global Shoppers METHODOLOGY 200 Russian 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. 59
- 60. Russian Global Shopper ID CARD • Alcohol Above average purchasing of specific products Cosmetics 2 • High ad awareness 88% 1 Fashion accessories 3 Pay attention to airports advertising High-end cosmetics & fragrances • Impulse purchases of gifts 8/10 Bring back gifts and don’t know which products or brands they want • Preference for Duty Free Shops 7/10 Like Duty Free because of price, convenience & choice • Like to purchase products in the brands’ country of origin • High average spending • Europe is their top shopping destination 1/2 Russian €218 Per trip 60
- 61. 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.
- 62. Brazilian Global Shopper ID CARD • • Above average purchasing of certain categories High ad awareness Cosmetics Technology 2 93% 1 Clothing 3 Pay attention to airports advertising High-end cosmetics & fragrances Don’t know exactly which products/brands they want • Impulse purchasing • Preference for Duty Free Shops 6/10 Like Duty Free Shopping because of prices, convenience and choice • High average spending €230 Per trip Vs. €225 for other nationalities • Top shopping destinations 62
- 63. 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
- 64. American Global Shopper ID CARD • • Above average purchasing of certain categories High ad awareness Cultural products 2 90% Fashion 1 Leather goods 3 Pay attention to airport advertising High-end cosmetics & fragrances • Impulse purchasing 85% Don’t know exactly which products/brands they want • Preference for Duty Free Shops 7/10 Like Duty Free Shopping because of prices and convenience • High average spending €195 Per trip Vs. €185 for all mature countries • Top shopping destinations 64
- 65. - cosmetics & high-end fragrances May 2013