{"id":2372,"date":"2021-12-16T15:58:44","date_gmt":"2021-12-16T15:58:44","guid":{"rendered":"https:\/\/www.echolution.com\/?p=2372"},"modified":"2021-12-17T09:37:32","modified_gmt":"2021-12-17T09:37:32","slug":"european-travellers-shift-to-targeted-duty-free-shopping-behaviour","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/fr\/news\/european-travellers-shift-to-targeted-duty-free-shopping-behaviour\/","title":{"rendered":"Les voyageurs europ\u00e9ens adoptent un comportement d'achat cibl\u00e9 en duty-free"},"content":{"rendered":"

Les voyageurs europ\u00e9ens adoptent des comportements d'achat duty-free plus cibl\u00e9s et pr\u00e9f\u00e8rent les paiements num\u00e9riques, selon une \u00e9tude de march\u00e9 de Pi Insight. <\/strong><\/p>\n\n\n\n

Bien qu'ils passent peut-\u00eatre moins de temps en magasin, les acheteurs europ\u00e9ens de duty-free sont devenus plus d\u00e9termin\u00e9s et plus attentifs aux promotions depuis le d\u00e9but de la pand\u00e9mie. L'auto-traitement, les cadeaux et les prix promotionnels sont devenus des moteurs d'achat cl\u00e9s par rapport \u00e0 avant la pand\u00e9mie de Covid-19, selon un r\u00e9cent rapport de recherche d'un sp\u00e9cialiste du march\u00e9 de la distribution dans les voyages. Pi Insight<\/strong>.<\/strong><\/p>\n\n\n\n

La s\u00e9rie Recovery de Pi Insight<\/strong> est un nouveau rapport r\u00e9gulier sur le comportement d'achat qui se concentre sur l'activit\u00e9 en magasin des voyageurs europ\u00e9ens r\u00e9cents, dans le but de mieux comprendre les comportements d'achat actuels dans les a\u00e9roports et comment ils ont chang\u00e9 depuis le d\u00e9but de la pand\u00e9mie.<\/p>\n\n\n\n

La recherche, qui comprend des rapports sur les cat\u00e9gories les plus performantes en mati\u00e8re de taxes et de franchises, \u00e0 savoir le luxe, la beaut\u00e9, les spiritueux et la confiserie, comprend plus de 7 000 entretiens quantitatifs avec des consommateurs au Royaume-Uni, en France, en Allemagne, en Russie, en Espagne, en Su\u00e8de et en Turquie. Les r\u00e9pondants sont ceux qui ont voyag\u00e9 \u00e0 l'international entre mai et octobre 2021.<\/p>\n\n\n\n

Un d\u00e9fi accru en termes de fr\u00e9quentation des boutiques hors taxes est anticip\u00e9 pour chacune des nationalit\u00e9s europ\u00e9ennes cl\u00e9s dans les six prochains mois, avec des baisses de fr\u00e9quentation pr\u00e9vues sur chaque march\u00e9, selon Pi Insight.  <\/p>\n\n\n\n

\"\"
Pi Insight\u2019s Recovery Series 2021, Le d\u00e9taillant duty-free europ\u00e9en<\/strong><\/figcaption><\/figure>\n\n\n\n

Pi Insight affirme que les conclusions mettent en \u00e9vidence un changement d'\u00e9tat d'esprit chez les voyageurs qui, auparavant acheteurs passifs (en 2019), sont d\u00e9sormais plus directs et cibl\u00e9s dans leur mentalit\u00e9 d'achat (en 2021). <\/p>\n\n\n\n

Il existe un certain nombre de facteurs que les voyageurs ont cit\u00e9s comme les principales raisons de visiter une boutique hors taxes : <\/p>\n\n\n\n

  • Pour me faire plaisir : 44% contre 30% en 2019 (+14%) (il est d\u00e9sormais \u00e9galement en t\u00eate du classement g\u00e9n\u00e9ral des pilotes invit\u00e9s avec #1)<\/li>
  • Je cherchais un cadeau : 29% contre 20% en 2019 (+9%)<\/li>
  • Pour profiter des tarifs a\u00e9roport : 38% contre 31% (+7%)<\/li>
  • Pour rechercher des promotions ou des bonnes affaires : 30% vs 23% en 2019 (+7%)<\/li>
  • Pour rechercher un souvenir ou un produit r\u00e9gional\/local : 20% contre 14% en 2019 (+6%)<\/li>
  • Pour d\u00e9couvrir les nouveaux produits : 24% contre 18% en 2019 (+6%)<\/li><\/ul>\n\n\n\n

    Un acheteur plus impulsif<\/strong><\/p>\n\n\n\n

    Le rapport met en \u00e9vidence une attitude plus impulsive chez les acheteurs en duty free en 2021. Malgr\u00e9 une mentalit\u00e9 plus r\u00e9fl\u00e9chie, les personnes interrog\u00e9es ont indiqu\u00e9 que leur planification des achats avait diminu\u00e9, les achats impulsifs repr\u00e9sentant d\u00e9sormais 60% des articles achet\u00e9s en duty free.<\/p>\n\n\n\n

    Pour les voyageurs qui planifient \u00e0 l'avance leurs achats hors taxes (32% ayant d\u00e9j\u00e0 l'intention d'effectuer des achats hors taxes), la planification au niveau des marques a \u00e9galement diminu\u00e9, ne concernant plus que la moiti\u00e9 des acheteurs, contre 81% d'acheteurs pr\u00e9voyants en 2019. Selon Pi Insight, cela illustre une plus grande r\u00e9ceptivit\u00e9 \u00e0 l\u2019influence en magasin et un potentiel \u00e9vident pour les marques d\u2019influencer le processus de d\u00e9cision d\u2019achat lorsque les consommateurs choisissent ce qu\u2019ils vont acheter.<\/p>\n\n\n\n

    Comportements en magasin : temps d'attente attendu en magasin <\/strong><\/p>\n\n\n\n

    Il est probable qu'il y ait un impact assez significatif sur le temps pass\u00e9 en magasin par les consommateurs europ\u00e9ens voyageant au cours des six prochains mois, 2 personnes sur 5 s'attendant \u00e0 passer moins de temps en magasin par rapport \u00e0 avant le Covid. Les options d'achat sans friction et la facilit\u00e9 de shopping seront donc essentiels, selon Pi Insight.<\/p>\n\n\n\n

    40% des consommateurs europ\u00e9ens pr\u00e9voient de passer moins de temps en magasin <\/em><\/strong>qu'auparavant, avant la pand\u00e9mie de Covid-19, contre 8% qui pr\u00e9voient de passer plus de temps en magasin. <\/p>\n\n\n\n

    La majorit\u00e9 (53%) des consommateurs europ\u00e9ens sera ouverte \u00e0 l'interaction avec le personnel au cours des six prochains mois, m\u00eame si une certaine prudence persiste, 44% d'entre eux n'\u00e9tant dispos\u00e9s \u00e0 interagir qu'en cas de r\u00e9elle n\u00e9cessit\u00e9.  <\/p>\n\n\n\n

    Augmentation des habitudes num\u00e9riques en magasin<\/strong><\/p>\n\n\n\n

    Les initiatives num\u00e9riques en magasin ont le potentiel de susciter la confiance et l'attrait des futurs consommateurs europ\u00e9ens. <\/em><\/strong>avec ceux qui se concentrent sur les options de paiement g\u00e9n\u00e9rant les taux d'int\u00e9r\u00eat les plus \u00e9lev\u00e9s. <\/p>\n\n\n\n

    \"\"
    Pi Insight\u2019s Recovery Series 2021, Le d\u00e9taillant duty-free europ\u00e9en<\/strong><\/figcaption><\/figure>\n\n\n\n

    Les initiatives num\u00e9riques en magasin suscitent un fort int\u00e9r\u00eat chez les futurs acheteurs europ\u00e9ens, les options de paiement num\u00e9ris\u00e9 et sans contact suscitant le plus grand int\u00e9r\u00eat. <\/p>\n\n\n\n

    • 62% sont int\u00e9ress\u00e9s par la mise en place de caisses sans contact ; parmi eux, ce sont les Fran\u00e7ais qui ont manifest\u00e9 le plus grand int\u00e9r\u00eat <\/em><\/strong>(74%) et les clients hispanophones (72%). <\/li>
    • 38% sont int\u00e9ress\u00e9s par les options de paiement \u00ab scan & go \u00bb ; parmi eux, ce sont les Su\u00e9dois (48%) et les Espagnols qui ont manifest\u00e9 le plus grand int\u00e9r\u00eat <\/em><\/strong>(45%) et britannique <\/em><\/strong>Les clients (43%). <\/li>
    • 30% se montrent int\u00e9ress\u00e9s par les initiatives li\u00e9es \u00e0 l'information produit num\u00e9rique ; parmi eux, ce sont les consommateurs espagnols (44%) et les moins de 35 ans qui ont manifest\u00e9 le plus grand int\u00e9r\u00eat <\/em><\/strong>(25%). <\/li>
    • 29% sont int\u00e9ress\u00e9s par les services de pr\u00e9commande et de retrait en magasin ; parmi eux, c'est chez les Su\u00e9dois (28%) que l'int\u00e9r\u00eat \u00e9tait le plus fort, tandis qu'il a diminu\u00e9 chez les Allemands <\/em><\/strong>(16%).<\/li><\/ul>\n\n\n\n

      Mise \u00e0 jour des donn\u00e9es des voyageurs europ\u00e9ens<\/strong><\/p>\n\n\n\n

      Dans son dernier rapport intra-europ\u00e9en sur les perspectives des voyageurs pour novembre, ForwardKeys a signal\u00e9 une reprise accrue du tourisme. Cependant, ce mois-ci, alors que la flamb\u00e9e des cas du variant Omicron au Royaume-Uni suscite de nouvelles inqui\u00e9tudes quant aux restrictions de voyage \u00e0 travers le continent et au-del\u00e0, le secteur des voyages surveillera attentivement les donn\u00e9es.\u00a0<\/p>\n\n\n\n

      • \"\"<\/figure><\/li>
      • \"\"<\/figure><\/li><\/ul>
        Perspectives des voyageurs intra-europ\u00e9ens, novembre 2021, ForwardKeys<\/strong><\/figcaption><\/figure>\n\n\n\n
        • Plus de 50% de voyages \u00e0 destination et en provenance de l'Europe ont repris, m\u00eame si la question reste de savoir si les gouvernements vont mettre en place de nouvelles restrictions de voyage en r\u00e9action \u00e0 la nouvelle variante Omicron. <\/li>
        • L'activit\u00e9 sortante des march\u00e9s de premier plan montre des niveaux de reprise inf\u00e9rieurs \u00e0 l'activit\u00e9 entrante des destinations de premier plan. <\/li>
        • Les d\u00e9placements professionnels intra-r\u00e9gionaux ont repris plus t\u00f4t que pr\u00e9vu, atteignant d\u00e9j\u00e0 55% de leur niveau de 2019.<\/li><\/ul>\n\n\n\n

          Echolution \u00e0 emporter : <\/strong><\/p>\n\n\n\n

          Les voyageurs europ\u00e9ens indiquent que leurs habitudes d'achat en duty free deviennent plus cibl\u00e9es et qu'ils sont plus ouverts aux options de paiement num\u00e9rique, ouvrant ainsi la voie aux marques et aux d\u00e9taillants pour offrir plus d'interactions num\u00e9riques en magasin. <\/p>\n\n\n\n

          Le marketing num\u00e9rique peut contribuer \u00e0 favoriser un comportement d'achat fluide, et \u00e0 mesure que de plus en plus de marques se tournent vers des solutions omnicanales, cibler les voyageurs avant et pendant leur voyage est un moyen de plus en plus efficace de g\u00e9n\u00e9rer des conversions en magasin. <\/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 […]<\/p>\n","protected":false},"author":4,"featured_media":2371,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[49],"tags":[71,199],"class_list":["post-2372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-duty-free-shopping","tag-forwardkeys","tag-pi-insight","entry","has-media"],"yoast_head":"\nEuropean travellers shift to targeted duty free shopping behaviour | Echolution<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.echolution.com\/fr\/news\/european-travellers-shift-to-targeted-duty-free-shopping-behaviour\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"European travellers shift to targeted duty free shopping behaviour | Echolution\" \/>\n<meta property=\"og:description\" content=\"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. 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