Global ShopperConnection PressRelease Nov2013

- cosmetics & high-end fragrances May 2013
AGENDA
AGENDA
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.
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
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
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
1st
quarter of 2013)
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
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 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
AGENDA
10
THE GLOBAL SHOPPER,

A STRATEGIC TARGET
Who is the GLOBAL
An INTERNATIONAL
traveller
SHOPPER ?
who clearly associates
TRAVELLING with SHOPPING
SHOPPING IS AN INTEGRAL PART OF THE

GLOBAL SHOPPERS 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 SHOPPERS TRAVEL EXPERIENCE
68%
Even choose their travel destination according to shopping

opportunities and available brands in the location
95%
81%
79%
70%
13
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%
14
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%
Alcohols
74%
15
The Global Shoppers 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
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
146
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
Gifts for family/friends
Requests
86%
79%
31%
18
A MIX OF PLANNED
AND IMPULSE PURCHASE
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.
19
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%
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

21
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.
22
AGENDA
23
Triggering the Global Shoppers act of purchase

What are the strategic connection points?
24
DIVERSE SHOPPING PLACES
Airports Duty-Free
shops
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
70%
62%
55%
25

Reasons for buying in these types of shops
Airports Duty-Free
shops
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
70%
Less expensive
78%
More convenient
77%
Wider choice
58%
62%
Better services
55%
Great shopping experience
26

Airports Duty-Free
shops
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
Less expensive
70%
More convenient
58%
Wider choice
82%
62%
Better services
55%
50%
27

Airports Duty-Free
shops
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
Less expensive
70%
More convenient
Wider choice
71%
Better services
73%
69%
62%
55%
28

Airports Duty-Free
shops
Department stores
Luxury brands
stores
Down-town
perfumeries
75%
Less expensive
70%
More convenient
Wider choice
56%
Better services
43%
43%
62%
55%
29
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
30
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
31
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
32
HIGH ATTENTION PAID

TO ADVERTISING
87%
Looking at advertising helps them understand the local

culture when travelling abroad
97%
97%
92%
91%
33
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%
appreciate it when ads are

similar to the ones in their
own country
34
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
35
AGENDA
36
THE CONNECTION PLANNING

CITY AIRPORT
For the Global Shopper, travelling is a seamless
experience
that takes the form of
discovery,
emotion and
impulse
37
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
What are the Connection Points

of Global Shoppers ?
39
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 Thaland
38%
19%
5 Spain
8 Canada
43%
32%
16%
9%
6%
8%
26%
24%
20%
19%
40
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
41
GLOBAL SHOPPERS
CONNECTION PLANNING
Identify key Connection Points

for each nationality
Departures / Destinations / Transit
42
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
Duba
Beijing Capital
Hong Kong
Chengdu
Destination
Hong Kong
New York JFK
Los Angeles
Transit
London Heathrow
Paris-CDG
Rome
Milan
Lisbon
43
GLOBAL SHOPPERS
JCDecauxs 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
Duba
Beijing Capital
Hong Kong
Chengdu
Destination
Hong Kong
New York JFK
Los Angeles
Transit
London Heathrow
Paris-CDG
Rome
Milan
Lisbon
44
GLOBAL SHOPPERS
JCDecaux - other
Presence
Departures
Shanghai
Beijing
Dubai
Sao Paulo
Sharjah
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
Duba
45
GLOBAL SHOPPERS
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
46
GLOBAL SHOPPERS
JCDecauxs 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
47
GLOBAL SHOPPERS
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
48
GLOBAL SHOPPERS
CONNECTION PLANNING

Departures / Destinations / Transit
Diversify the range of countries and
advertised airports to ensure the coverage of
all the connection points
49
CONNECTION PLANNING

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
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
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
CONNECTION PLANNING

Ensure visibility in the main

destination cities
Animate the key events

Per nationality
Per destination
53
CONNECTION PLANNING
HIGHLIGHTS
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
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
AGENDA
56
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
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
99%
Clothing
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
Dont 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
Focus on
Russian Global Shoppers
METHODOLOGY
200 Russian travellers interviewed online

59
Russian Global Shopper

ID CARD
Alcohol
Above average purchasing of

specific products
Cosmetics
High ad awareness
88%
Fashion
accessories

advertising
Impulse purchases of gifts
8/10
Bring back gifts and dont

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
Focus on
Brazilian Global Shoppers
METHODOLOGY
200 Brazilian travellers interviewed online
Brazilian Global Shopper

ID CARD

certain categories
High ad awareness
Cosmetics
Technology
93%
Clothing

advertising
Dont know exactly

which products/brands
they want
Impulse purchasing
6/10
Like Duty Free Shopping

because of prices,
convenience and choice
230
Per trip
Vs. 225 for other nationalities
Top shopping destinations

62
Focus on
American Global Shoppers
METHODOLOGY
200 travellers from the US interviewed
online during the 1st quarter of 2013. The
purchasing high-end cosmetics and
63
American Global Shopper

ID CARD

certain categories
High ad awareness
Cultural
products
90%
Fashion
Leather
goods
Pay attention to airport

advertising
Impulse purchasing
85%
Dont know exactly

which products/brands
they want
7/10
Like Duty Free Shopping

because of prices and
convenience
195
Per trip
Vs. 185 for all mature countries
Top shopping destinations

64
- cosmetics & high-end fragrances May 2013

Global ShopperConnection PressRelease Nov2013

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- cosmetics & high-end fragrances May 2013

THE AMBITION OF A DEDICATED STUDY

A new international study, building on previous learning.

How do Global Shoppers associate travelling and purchase

Rise of a new international consumer category,

Higher than average

Unique buying habits

Understand better the Global

Profiles and purchase habits

Shopper through 3 dimensions:

Frequency of media usage

Favourite destinations and

A POPULATION THAT SPENDS

Source: World Tourism Organization, April 2013, in USD

Regularly purchase high-end

Purchase every 2/3 months

for private purposes or

THE GLOBAL SHOPPER,

TRAVELLING with SHOPPING

SHOPPING IS AN INTEGRAL PART OF THE

Like to do some shopping

important part of their trips

Global Shopper Study by JCDecaux, 2013

SHOPPING IS AN INTEGRAL PART OF THE

Even choose their travel destination according to shopping

Global Shopper Study by JCDecaux, 2013

Fashion & clothing

Cosmetics & high-end fragrances

Delicatessen & gourmet products

Cultural products, arts & crafts

Varied preferences according to country: top categories are .

Leather goods 72%

Global Shopper Study by JCDecaux, 2013

The Global Shoppers buying habits

150 to More than

GIFTS AND PERSONAL TREATS

A mix of personal and non-personal purchases

Gifts for family/friends

Global Shopper Study by JCDecaux, 2013

planned purchase share

know exactly which

allowing substantial room for impulse buying

have specific products or

change their mind and

A balanced mix of available and unavailable brands in the country of origin.

Buy brands they know

well but cannot find

Buy brands they know

well and can find in

TRAVEL PURCHASE KEY DRIVERS

Buy products because they are

less expensive abroad

want to indulge themselves

souvenir of their travel

Studying high-end cosmetics and fragrance

necessity to reach Global Shoppers at

buying habits leads us to address the

different connection points: both in

of origin and during their travels.

Global Shopper Study by JCDecaux, 2013

Triggering the Global Shoppers act of purchase

DIVERSE SHOPPING PLACES

Global Shopper Study by JCDecaux, 2013

DIVERSE SHOPPING PLACES