NCR
Corporation, the global leader in consumer transaction technologies,
announced today the results of its global 2014 Traveler Experience
Survey, examining the gaps and regional tendencies for consumer
expectations of shopping experiences while traveling versus what is
currently available to them.
Revenue from airline amenities and ancillary fees was expected to top $42
billion* in 2013. Airports too, now derive up to half of their
revenue from non-aero retail and concessions. Yet survey results reveal
there may be an even larger opportunity for those travel providers that
can deliver the kind of personalized, digital shopping experience
consumers get from leading retailers. For example:
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Thirty-eight percent of respondents are likely to purchase ancillary
items like duty free, upgrades and WiFi, before even arriving at the
airport via their mobile device.
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Forty percent said they’d be more likely to purchase these kinds of
items if offered via mobile or self-service kiosk versus interacting
with an agent.
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More than half (55 percent) said they’d be willing to provide personal
info for targeted offers such as favorite airport restaurants or
retailers.
“The survey shows passengers want to buy more items online, via mobile
devices or kiosks when en route,” says Tyler Craig, vice president and
general manager, NCR Travel. “Consumers are used to a seamless digital
experience when they shop and they’d like a similar experience when they
shop while traveling. A few airports globally have fully embraced
omni-commerce strategies, but the vast majority could benefit from
adopting the best practices we see every day in retail.”
Data from the survey also indicates marked differences in retail
expectations by consumers depending on where they live.
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An overwhelming majority of respondents in China (79 percent), the
United Arab Emirates (U.A.E.) (83 percent) and Brazil (84 percent)
would like to make airport purchases, such as parking, meals,
souvenirs or spa services on their mobile or kiosk, while that number
was slightly more than half in the U.S., U.K. and Australia.
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Offering self-service can also have a significant impact on customer
loyalty in China, Brazil and U.A.E., where at least three in four
respondents said they’d prefer an airline that allowed them to make
ancillary purchases via mobile.
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The survey found slight regional differences around the desire to make
purchases from airport retailers and kiosks and have them shipped
directly to avoid additional carry-ons. (U.S. 62 percent, U.K. 62
percent, Brazil 87 percent, Australia 71 percent, China 87 percent and
U.A.E. 77 percent).
“Airports have clearly upped their game in terms of more diversity and
the quality of their retail and dining offerings,” says Craig. “But a
survey by Heathrow Airport indicated only one in five travelers
purchased a retail item in the airport**. We think there is a unique
opportunity for airports to garner a larger share of retail purchases if
they can create a better experience for shoppers.”
The 2014 NCR Traveler Experience Survey is an annual online survey of
approximately 6,000 adult consumers in the U.S., U.K., China, U.A.E.,
Australia and Brazil and was conducted in December 2013 by market
research firm ORC International.
For more information about this survey, please visit the NCR booth, No.
1636, during Passenger Terminal Expo in Barcelona, Spain, March 25 - 27.
About NCR Corporation
NCR Corporation (NYSE: NCR) is the global leader in consumer transaction
technologies, turning everyday interactions with businesses into
exceptional experiences. With its software, hardware, and portfolio of
services, NCR enables more than 485 million transactions daily across
retail, financial, travel, hospitality, telecom and technology, and
small business. NCR solutions run the everyday transactions that make
your life easier.
NCR is headquartered in Duluth, Georgia with approximately 29,000
employees and does business in 180 countries. NCR is a trademark of NCR
Corporation in the United States and other countries.
Web sites: www.ncr.com;
www.ncrsilver.com
Twitter:
@NCRCorporation
Facebook:
www.facebook.com/ncrcorp
LinkedIn:
www.linkedin.com/company/ncr-corporation
YouTube:
www.youtube.com/user/ncrcorporation
*Datamonitor 2013 report
** Heathrow Airport 2012 annual report
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