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S tephen Hillam, Managing Director, Pi Insight & Research Ltd, shared details of the Pi Insight Global Shopper Database, which is a major consumer insight hub updated on an annual basis. “Over the past few years, there has been a shift in the way in which shoppers approach the duty free environment in the Asia Pacific region, with today’s shopper being less planned and more open to experimentation,” said Hillam. “This presents a key opportunity for dwell time to be used to attract shoppers, drive meaningful interactions and immerse shoppers in the shopping environment and experience.” On average, the Asia Pacific shopper spends approximately 28 minutes in store, with this split across each of the categories they visit. “There are several factors that can determine the time spent in store and within each category, but the main influencers are available time and shopper engagement,” Hillam explained. P uan Hani Ezra Hussin, Senior General Manager of Commercial Services, Malaysia Airports Holdings Berhad, highlighted internal factors such as store layout and ambiance, strategic product placement, positive staff interactions, and enticing promotions, which all contribute to prolonging in-store visits and encouraging exploration. “Conversely, external factors such as flight timings, passenger demographics, security checks, and the overall airport experience directly impact shopping time and behaviour, ultimately influencing dwell time in duty free stores.” As part of Malaysia Airports Holdings Berhad’s 3-year Digital Transformation Strategic Plan, key initiatives were prioritised and realigned to enhance the efficiency of travellers’ in-store time, ensuring seamless navigation and convenience. “By aligning all systems, processes, and procedures, we aim to provide passengers with a smoother shopping experience, minimising any potential disruptions and maximising their satisfaction,” said Puan Hani Ezra Hussin. S iddharth Pathak, Senior Partner, Kearney, explained that, while the travel retail industry in Asia Pacific is well-equipped to serve travellers, there is an increasing challenge around dwell time. “Dwell times at airports have fallen by 16% – from 125 minutes in 2018 to 104 minutes in 2024 – giving them less free time to see what travel retail has to offer,” said Pathak. “The travel retail industry now faces a fundamental challenge, one which they have not encountered before – competing to win with their consumers who have less dwell time and multiple distractions by offering an experience that allows higher spending. The battleground has expanded from share of wallet to share of time.” He added that, to gain a competitive advantage, the travel retail industry will need to capture travellers earlier in their journey, before they even arrive at the airport. Workshop: Decoding Today ’ s Dwe l l Time In yesterday morning’s Workshop: Decoding Today’s Dwell Time, the audience heard from Stephen Hillam, Managing Director, Pi Insight & Research Ltd; Siddharth Pathak, Senior Partner, Kearney; and Puan Hani Ezra Hussin, Senior General Manager of Commercial Services, Malaysia Airports Holdings Berhad. “A key opportunity for dwell time to be used to attract shoppers and drive meaningful interactions” Transforming airport experiences The need to capture travellers earlier in their journey Stephen Hillam, Managing Director, Pi Insight & Research Ltd: “Attraction and engagement is a key factor that can determine in-store dwell time among the Asia Pacific shopper base.” Puan Hani Ezra Hussin, Senior General Manager of Commercial Services, Malaysia Airports Holdings Berhad: “External factors such as flight timings, passenger demographics, security checks, and the overall airport experience directly impact shopping time and behaviour, ultimately influencing dwell time in duty free stores.” Siddharth Pathak, Senior Partner, Kearney: “With shortened dwell times and more distractions, the purchase journey needs to start earlier – before the traveller even sets foot in the airport.” Thursday 16 May 2024 3 T F W A D A I L Y