ForwardKeys, the world’s leading travel data company, has partnered with a major payment service provider in China to create a new, interactive dashboard for the travel retail sector which will reveal just how much a Chinese traveller spends at the airport and duty-free stores and how the profile of Chinese shoppers is evolving.

Marina Giuliano, Director of Travel Retail at ForwardKeys: “This unique spending data helps brands and retailers understand what kind of consumers they can expect at specific locations and what is their full spend contribution. The service provides real quantitative data and insights to allow the travel retailers to readjust their strategies to target Chinese shoppers when travelling domestically during these challenging times.”

The dashboard captures and reflects Chinese consumer habits. It provides insights into:
1. Spending Data: transactions, visits, average spend per visit; total spend, and more.
2. Shopper Profiles: shopper origin, age groups, their credit card brand, their spend, preferred hotel brands, and travel destinations, and more.

Two more features are available as an “upgrade” that will allow brands and retailers to enlarge their scope of analysis:
a) to benchmark duty-free spending at competing locations, China and International
b) to examine the consumption of luxury goods and brands in select cities within China.

Due to the current growth and popularity of Hainan within the Duty-Free sphere, the ForwardKeys team has decided to place special attention on the tropical trade-free zone first. “The Chinese Shopper Tracker (Hainan Edition) provides you with the opportunity to understand what types of travel audiences shopped in Hainan before the outbreak of COVID-19 and how this has been changing along the weeks since when stores have welcomed again Chinese travellers. Thanks to exceptionally fresh data, it allows you to make data-driven decisions on future marketing and retail strategies,“ adds Giuliano.

Historical data is available from 2018 and interested parties can choose to access the data via the dashboard or flat files to suit their business intelligence strategy.

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