Shopper interventions research at the Airport Duty Free using Eye Tracking

Shopping in malls and online is different from duty free. The interventions, needs and expectations associated are different. There was a need to cater to locals and visitors alike in Dubai Duty Free for an iconic beauty brand. The client also wanted to understand the customer buying behavior for fragrances among the travelers at the Dubai Airport Terminals.

A comprehensive integrated Qualitative & Quantitative approach was taken to meet the research objectives. The study was conducted as a 2- step approach including In-Situ observation and the Exit Interviews at Dubai airport duty free shops, to give insights around purchase decision journey as well as a detailed diagnostic on their shopping habits for fragrances.

For the qualitative, a pre-work among travellers was conducted followed by shadow shopping at the duty-free using eye tracking followed by an exit interview with a reconvened visit of the duty free. The pre work was conducted using WhatsApp diaries. Mobile Eye Tracking was conducted to identify packaging, interventions and shopping behaviour.

The quantitative exit interviews were conducted among mix of nationalities including Asians, Arabs and Westerners respondents.

• Profiles of audiences were created based on the kind of shoppers.
• Inputs on product placement, pricing and range were also provided
• Unique role of shopping Interventions were also recommended