Asia Pacific remains highest-scoring region in duty-free customer satisfaction

DFWC’s latest quarterly KPI monitor for Q3 2018, conducted in partnership with m1nd-set, highlighted the growing importance of the “duty-free differential” as a driver of customer satisfaction. The survey results, based on interviews with over 4000 international travellers across the world, demonstrated a growing demand for a differentiated customer experience in the duty-free channel.

Over the past 12 months, the share of shoppers who said that they purchased goods from duty-free shops because the products were “different than usual” increased from 18% to 22%. Over the same time period, the share of customers who cited “new brands” as a satisfaction driver increased to 28% from 25%.

At 69%, customer satisfaction in Asia-Pacific was the highest worldwide. In comparison, the figures stood at 60% and 61% in Europe and North America respectively, with the global average being 65%. This reflects duty-free brands’ and retailers’ success in enhancing the customer experience for international travellers in the region.

Globally, duty-free customer satisfaction saw consistent improvements over the previous three consecutive quarters, with value for money and uniqueness of products and services remaining as key drivers of customer satisfaction.

Price advantage, value for money and convenience were the top three motivating factors for duty-free purchases, while unwillingness to carry more items, and a lack of visible promotions were the most common reasons for not visiting duty-free shops.

With Asia Pacific recording 235m international passengers in Q3 2018, representing a robust year-on-year growth rate of 8%, the region therefore continues to hold promise of attracting more potential duty-free travellers.

The full DFWC Quarterly Global Shopping Monitor for Q3 2018 can be found here.

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