Embed Size (px)
DESCRIPTION
Boundless travel is a fact of life today, and the world’s fastest growing economies are changing the face of wealth, and all of us, from big businesses to boutique brands, are entering a new age where the customers we value the most are the people we know the least. Every retail and hospitality business will need to engage and delight a new kind of customer, bringing unprecedented opportunity for growth from globe shoppers – the world’s most valuable customers. Here are a few facts about them.
Citation preview
The rise of the globe shopper.
By Manelik SFEZHead of global partner & corporate marketing, Global Blue group.
April 10, 2023.
Globe shopperGlobe sho per – [glohb ∙ shop-er]
Noun: A person who regards shopping as a fundamental part of their travel experience.
Russian travellers
48%
Shopping is a vital part of their trip.
82%Chinesetravellers
56%Middle-Eastern travellers
Source: Global Blue Review.
Over
JapanRussiaUSA
20% 30%MalaysiaSingaporeThailand
Over
Source: Global Blue transactional data.
Global increase of tax-free amount spent in 2012.
50%China
Over
50-60%The estimated worldwide share of luxury goods, which are sold in
relation with a travel.
The customer of a luxury brand today.
Globe shoppers60%
Local customers40%
4 timesGlobe shoppers spend 4 times more than the locals
at high street retailers.-- Global Blue transactions since 1980.
It takes 5 locals to beat 1 globe shopper.
1 globe shopper60%
1 local10%
1 local10%
1 local10%
1 local10%
30%Retail prices of many luxury goods are this much higher on
the Chinese mainland than in Europe.-- China Daily.
80%’80% of our customers at Chloe are Chinese who leave with
a handful of bags.’-- ZHOU Mi, a Chinese-speaking assistant for Chloe.
“Foreign visitors are an economic boon, not a curse”
-- Andrew NEATHER, London Evening Standard.
The globe shopper market.Facts & figures, and beyond.
23,000,000Tax-free transactions completed by Global Blue every year.
23,000,000Amount Spent, Average Spend, and Transaction Count.
23,000,000268 different passports eligible to a tax refund.
23,000,00038 countries with an active VAT refund scheme.
23,000,00019 different categories of goods eligible to a tax refund.
World’s top 5 globe shopper nations by amount spent.
China25%
Russia16%
Japan5%Indonesia
4%USA4%
OTHERS47%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
World’s top 10 tax-free destinations by amount spent.
Paris16%
London12%
Singapore12%
Milan5%Rome
3%
OTHERS51%
Growth of top 5 globe shopper nations by amount spent.
ChinaRussi
aJapan
Indonesia USA
MARKET
58%
31%
38%
28%
23%
30%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Top 5 globe shopper nations by average spent.
China
Malaysia
Thailand
Indonesia USA
MARKET
€ 875
€ 778 € 765
€ 640 € 632
€ 485
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
The world’s N°1 globe shopper nation.
China
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Chinese top 3 categories of goods by amount spent.
Watches & Jewellery31%
Fashion & Clothing29%
Department Stores23%
OTHERS17%
47%The share of total tax-free amount spent on Watches & Jewellery
attributed to Chinese globe shoppers.-- Global Blue Analytics, January 2013.
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Russian top 3 categories of goods by amount spent.
Fashion & Clothing54%
Department Stores12%
Watches & Jewellery10%
OTHERS24%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Japanese top 3 categories of goods by amount spent.
Fashion & Clothing45%
Department Stores19%
Watches & Jewellery15%
OTHERS21%
Source: Global Blue Analytics – Time period: Jan – Dec 2012.
Indonesian top 3 categories of goods by amount spent.
Fashion & Clothing37%
Watches & Jewellery22%
Department Stores15%
OTHERS26%
“Four years ago China was one third of our American business, now it’s four times our
American business.”-- Michael WARD, managing director HARRODS
Mid-term forecast of Chinese outbound travel.
Departures in ,000*
2011 2012 2013 2014 2015 2016
39,657 46,429
52,766
60,252
68,219
76,726
Annual growth in %*
2011 2012 2013 2014 2015 2016
22%
13%14%
13%12%
10%
Sources: Global Blue, COTRI, CNTA, CTA, Business Monitor, UNWTO. *Excluding Hong Kong & Macau day trips.
The Global Blue Dossier
The Growing Complexity of the Chinese Globe Shopper
€ 14,570The average amount that Chinese wealthy globe shoppers spend
per trip and on shopping alone in Europe.
Source: Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ reasons to shop abroad.
Price (vs. China) Style & design Product quality
63%
49%
37%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ top purchase factor.
Brand; 60%
Price; 40%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ most purchased brands.
LV Chanel Gucci Dior Hermes Cartier Burberry Omega Prada Rolex
63%
52%
41%
24% 22% 21%18% 18%
12%7%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ top purchase channels.
Brand store down-town
Duty free store at airport
Shopping mall Department store Brand store at airports
33%
24%22%
18%
3%
27%
35%
15%
21%
2%
Past trip Next trip
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
Chinese luxury globe shoppers’ incentive expectations.
Discount or tax refund Free gifts Discounts on future purchases
Points redemption
94%
25%
10%
2%
Source: The Global Blue Dossier: The Growing Complexity of the Chinese Globe Shopper
“There's the cultural barrier too, the etiquette is a little different. We want to be in the loop
with how you treat that kind of client and what they expect.”
-- Samantha SACCHI MUCI, co-director MARLY CAMINO
YesterdayMarketing-wise, CUSTOMERS belonged to the country in which
they were living.
TodayMarketing-wise, GLOBE SHOPPERS belong to the country in which
they are shopping.
Travel retailConsiders only points of sales located in travel-related environments.
Globe shopper retailEmbraces the real business of a luxury brand, wherever
the point of sale!
“We're been thinking not like Chinese, but like Europeans. Europe is still the n°1 tourism
destination so far but that may dramatically change if we don't change some patterns.”-- Eduardo SANTANDER, head of EUROPEAN TRAVEL COMMISSION
About Global Blue.Inventors of the Tax Free Shopping concept, and beyond.
We add value where international travel meets shopping.
Global Travel Shopping
Amsterdam Athens Bangkok Beijing Beirut Bratislava Brussels Budapest Buenos Aires Casablanca Copenhagen Düsseldorf Galway Geneva Gothenburg Guangzhou Helsinki Istanbul Larnaca Lisbon Ljubljana London Luxembourg Madrid
Milan Montevideo Moscow New York Osaka Oslo Paris Prague Reykjavik Riga São Paulo Seoul Shanghai Taipei Tokyo St Petersburg Stockholm Sydney Tallinn Tokyo Vienna Vilnius Warsaw Zagreb Zürich
Tax refunds.
Dynamic currency conversion.
Retail technologies.
Marketing services.
Training & education.
Intelligence.
Consulting.
