{"id":2372,"date":"2021-12-16T15:58:44","date_gmt":"2021-12-16T15:58:44","guid":{"rendered":"https:\/\/www.echolution.com\/?p=2372"},"modified":"2026-08-21T17:27:15","modified_gmt":"2026-08-21T16:27:15","slug":"los-viajeros-europeos-cambian-a-un-comportamiento-de-compras-libres-de-impuestos-selectivo","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/es\/news\/european-travellers-shift-to-targeted-duty-free-shopping-behaviour\/","title":{"rendered":"Los viajeros europeos adoptan un comportamiento de compra en tiendas libres de impuestos m\u00e1s selectivo"},"content":{"rendered":"

Seg\u00fan una investigaci\u00f3n de mercado de Pi Insight, los viajeros europeos est\u00e1n cambiando hacia comportamientos de compras libres de impuestos con un prop\u00f3sito definido y prefieren los pagos digitales. <\/strong><\/p>\n\n\n\n

Si bien pueden pasar menos tiempo en la tienda, los compradores libres de impuestos en Europa se han vuelto m\u00e1s decididos y conscientes de las promociones desde el comienzo de la pandemia. Darse un capricho, hacer regalos y los precios promocionales han aumentado como factores clave de compra en comparaci\u00f3n con el per\u00edodo anterior a la pandemia de Covid-19, seg\u00fan un informe de investigaci\u00f3n reciente de un especialista en el mercado de la venta minorista de viajes Pi Insight<\/strong>.<\/strong><\/p>\n\n\n\n

Serie de Recuperaci\u00f3n de Pi Insight<\/strong> es un nuevo informe peri\u00f3dico sobre el comportamiento de compra que se centra en la actividad en las tiendas de los viajeros europeos recientes, con el fin de comprender mejor los comportamientos de compra actuales en los aeropuertos y c\u00f3mo han cambiado desde el inicio de la pandemia.<\/p>\n\n\n\n

La investigaci\u00f3n, que incluye informes sobre las categor\u00edas de art\u00edculos de lujo, belleza, alcohol y confiter\u00eda con mejor rendimiento en el sector de impuestos y libre de impuestos, consta de m\u00e1s de 7.000 entrevistas cuantitativas con consumidores en el Reino Unido, Francia, Alemania, Rusia, Espa\u00f1a, Suecia y Turqu\u00eda. Los encuestados son aquellos que hab\u00edan viajado internacionalmente entre mayo y octubre de 2021.<\/p>\n\n\n\n

Seg\u00fan informa Pi Insight, se prev\u00e9 un desaf\u00edo elevado en el tr\u00e1fico de pasajeros libres de impuestos en cada una de las principales nacionalidades europeas durante los pr\u00f3ximos seis meses, y se esperan reducciones en el tr\u00e1fico en todos los mercados.  <\/p>\n\n\n\n

Series de Recuperaci\u00f3n 2021 de Pi Insight, El Comprador Libre de Impuestos Europeo<\/strong><\/figcaption><\/figure>\n\n\n\n

Pi Insight se\u00f1ala que los resultados ponen de relieve un cambio de mentalidad por parte de los viajeros, que pasaron de ser compradores pasivos (en 2019) a tener una mentalidad de compra m\u00e1s directa y decidida (en 2021). <\/p>\n\n\n\n

Hay una serie de factores que los viajeros se\u00f1alaron como el motivo principal para visitar una tienda libre de impuestos: <\/p>\n\n\n\n

  • Para darme un capricho: 44% frente a 30% en 2019 (+14%) (adem\u00e1s, ahora es el piloto visitante con m\u00e1s #1 en la clasificaci\u00f3n general)<\/li>
  • Estaba buscando un regalo: 29% frente a 20% en 2019 (+9%)<\/li>
  • Para aprovechar los precios del aeropuerto: 38% frente a 31% (+7%)<\/li>
  • Para buscar promociones u ofertas interesantes: 30% frente a 23% en 2019 (+7%)<\/li>
  • Para buscar un recuerdo o un producto regional o local: 20% frente a 14% en 2019 (+6%)<\/li>
  • Para buscar nuevos productos: 24% frente a 18% en 2019 (+6%)<\/li><\/ul>\n\n\n\n

    Un comprador m\u00e1s impulsivo<\/strong><\/p>\n\n\n\n

    El informe destaca una actitud m\u00e1s impulsiva por parte de los compradores de productos libres de impuestos en 2021. A pesar de una mentalidad m\u00e1s decidida, los encuestados afirmaron que su planificaci\u00f3n de compras hab\u00eda disminuido, y que las compras impulsivas representaban ahora el 60% de los art\u00edculos comprados libres de impuestos.<\/p>\n\n\n\n

    En el caso de aquellos viajeros que s\u00ed planifican con antelaci\u00f3n su compra en las tiendas libres de impuestos (32% tienen la intenci\u00f3n de realizar una compra libre de impuestos), la planificaci\u00f3n a nivel de marca tambi\u00e9n se ha reducido a la mitad de los compradores, frente a los 81% de compradores planificados en 2019. Seg\u00fan Pi Insight, esto pone de manifiesto una mayor receptividad a la influencia en la tienda y un claro potencial para que las marcas influyan en el proceso de decisi\u00f3n de compra cuando los compradores est\u00e1n decidiendo qu\u00e9 adquirir.<\/p>\n\n\n\n

    Comportamientos en la tienda: tiempo esperado en la tienda <\/strong><\/p>\n\n\n\n

    Es probable que haya un impacto bastante significativo en el tiempo que pasan en la tienda los compradores europeos que viajen en los pr\u00f3ximos seis meses, ya que 2 de cada 5 esperan pasar menos tiempo en la tienda en comparaci\u00f3n con antes de la COVID. Por lo tanto, las opciones de compra sin fricci\u00f3n y la facilidad de compra ser\u00e1n clave, se\u00f1ala Pi Insight.<\/p>\n\n\n\n

    El 40% de los compradores europeos espera pasar menos tiempo en la tienda <\/em><\/strong>que cuando viajaban antes de la pandemia de la COVID-19, frente a los 8% que esperan pasar m\u00e1s tiempo en la tienda. <\/p>\n\n\n\n

    La mayor\u00eda (53%) de los compradores europeos estar\u00e1 dispuesta a interactuar con el personal durante los pr\u00f3ximos seis meses, aunque sigue habiendo cierta cautela, ya que 44% solo est\u00e1 dispuesta a hacerlo si es realmente necesario.  <\/p>\n\n\n\n

    Mayores h\u00e1bitos digitales en la tienda<\/strong><\/p>\n\n\n\n

    Las iniciativas digitales en las tiendas tienen el potencial de generar confianza y atractivo entre los futuros compradores europeos <\/em><\/strong>con aquellos centrados en las opciones de pago generando las tasas de inter\u00e9s m\u00e1s altas. <\/p>\n\n\n\n

    Series de Recuperaci\u00f3n 2021 de Pi Insight, El Comprador Libre de Impuestos Europeo<\/strong><\/figcaption><\/figure>\n\n\n\n

    Las iniciativas digitales en las tiendas generan un gran atractivo entre los futuros compradores europeos, y las opciones de pago digitalizadas y sin contacto generan los mayores \u00edndices de inter\u00e9s. <\/p>\n\n\n\n

    • 62% est\u00e1n interesados en que se ofrezcan cajas sin contacto; de ellos, el mayor inter\u00e9s se observ\u00f3 entre los franceses <\/em><\/strong>los compradores de (74%) y de espa\u00f1ol (72%). <\/li>
    • 38% est\u00e1n interesados en las opciones de pago \u00abscan & go\u00bb; de ellos, el mayor inter\u00e9s se observ\u00f3 entre los suecos (48%) y los espa\u00f1oles <\/em><\/strong>(45%) y brit\u00e1nico <\/em><\/strong>Clientes de (43%). <\/li>
    • Los 30% est\u00e1n interesados en iniciativas relacionadas con la informaci\u00f3n digital sobre productos; de ellos, el mayor inter\u00e9s se observ\u00f3 entre los compradores espa\u00f1oles (44%) y los menores de 35 a\u00f1os. <\/em><\/strong>(25%). <\/li>
    • 29% est\u00e1n interesados en los servicios de reserva y recogida en tienda; de ellos, el mayor inter\u00e9s se observ\u00f3 entre los suecos (28%), mientras que entre los alemanes disminuy\u00f3. <\/em><\/strong>(16%).<\/li><\/ul>\n\n\n\n

      Actualizaci\u00f3n de datos de viajeros europeos<\/strong><\/p>\n\n\n\n

      En su \u00faltimo informe de perspectivas para viajeros intraeuropeos de noviembre, ForwardKeys ha informado de niveles crecientes de recuperaci\u00f3n tur\u00edstica. Sin embargo, este mes, a medida que el repunte de casos de la variante \u00f3micron en el Reino Unido genera nueva preocupaci\u00f3n sobre las restricciones de viaje en el continente y m\u00e1s all\u00e1, la industria de los viajes vigilar\u00e1 de cerca los datos.\u00a0<\/p>\n\n\n\n

      • <\/figure><\/li>
      • <\/figure><\/li><\/ul>
        Perspectivas de los viajeros intraeuropeos, noviembre de 2021, ForwardKeys<\/strong><\/figcaption><\/figure>\n\n\n\n
        • Se han recuperado m\u00e1s de 50% de viajes de entrada y salida en Europa, aunque la pregunta es si los gobiernos impondr\u00e1n nuevas restricciones de viaje como respuesta a la nueva variante \u00d3micron. <\/li>
        • La actividad saliente de los principales mercados muestra niveles de recuperaci\u00f3n m\u00e1s bajos que la actividad entrante para los principales destinos. <\/li>
        • Los viajes de negocios intrarregionales se han recuperado antes de lo previsto y ya han alcanzado el 55% de los niveles de 2019.<\/li><\/ul>\n\n\n\n

          Conclusiones de Echolution: <\/strong><\/p>\n\n\n\n

          Los viajeros europeos indican que sus h\u00e1bitos de compras libres de impuestos se est\u00e1n volviendo m\u00e1s espec\u00edficos y est\u00e1n m\u00e1s abiertos a las opciones de pago digital, lo que allana el camino para que las marcas y los minoristas ofrezcan una mayor interacci\u00f3n digital en las tiendas. <\/p>\n\n\n\n

          El marketing digital puede ayudar a impulsar un comportamiento de compra sin fricci\u00f3n y, a medida que m\u00e1s marcas recurren a soluciones omnicanal, la segmentaci\u00f3n de los viajeros antes del viaje y en el mercado es una forma cada vez m\u00e1s eficaz de impulsar la conversi\u00f3n en tienda. <\/p>","protected":false},"excerpt":{"rendered":"

          European travellers are shifting to purposeful duty free shopping behaviours and prefer digital payments, according to market research from Pi Insight.  While they might be spending less time in-store, European duty-free shoppers have become more purposeful and promotion aware, since the beginning of the pandemic. Self-treating, gifting and promotional prices have all increased as key 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