Research Background

  • A European major duty free shopping company wanted to open a new duty free store in Italy. They wanted to investigate Chinese target consumers’ shopping habits and their interest in various concepts for the store and some marketing, and advertising, concepts for the store, and it’s online version. They also wanted to understand their customers experience shopping of duty free shopping in Europe.

Research Methodology

  • FGD: 2 hrs
  • Sample size: 4 groups of 8 respondents

City Coverage

  • Phase 1: Shanghai, Hangzhou
  • Phase 2: Shanghai

Target Audience

Phase 1:

  • Have travelled internationally at least once in the past year
  • Have visited Europe before
  • Have purchased luxury goods in the past year at least 4 times, either at home or abroad
  • Have online shopping experience (doesn’t need to be travel related)
  • Are enthusiastic and confident about giving their opinions on websites and innovative services
  • We’d like a mix of travelers with the following types of travel experience in each group:
    • A complete package that included airfare, accommodation, airport transfers, a tour guide and sightseeing tours
    • A package that included air fare and accommodation only, but where you might also have bought optional tours and visits separately
    • Bought airline ticket and accommodation separately

Phase 2:

  • 50% men and 50% women
  • Have travelled internationally in the past 3 months, with a limit of 3 per group who have been to HK/Macau
  • Have travelled at least 5 times in the past 3 years (we want people with experience of shopping when they travel).
  • Within each gender, 3 groups with consumers qualified to talk about these issues:
    • Beauty, leather, fashion – respondents will buy at least 2 of these categories
    • Liquor and tobacco – respondents will buy either or both of these products
    • Watches – will include both fashion watches and fine watches
  • Consumers in the relevant categories – have bought products within the category on previous trips abroad:
    • Beauty – bought beauty products on their last trip to a value of at least at $US80 or more.
    • Liquor – bought alcoholic beverages by the bottle from a retail store on their last trip with a minimum value of $US20 for any individual product.
    • Tobacco – smokers who bought cigarettes by the carton on their last trip.
    • Leather – bought at least one item on their last trip valued at $US500 or more.
    • Fashion – bought at least one item of fashion on their last trip valued at $500 or more.
    • Watches – bought a watch on their last trip, with half spending up to $800 and half spending more than $2000

Research Results

UniqueView handled the fieldwork for this project including:

  • documents translation
  • recruitment and respondent management
  • moderation
  • simultaneous translation
  • facilities
  • other fielding services

The research outcomes helped our client:

  • decide the best way to present their products and enhance their customers online shopping experience and promotions
  • find out the target audience’s willingness to use both the online and offline shopping.
  • gain sense of how appealing the concepts presented for both the online, and offline shopping, are for their potential customers.