ForwardKeys launches dashboard tracking Chinese travellers’ spending

ForwardKeys launches dashboard tracking Chinese travellers’ spending

Chinese Shopper Tracker puts initial focus on the popular duty-free zone of Hainan

Travel data analysts ForwardKeys has launched a new dashboard focussed on Chinese travellers’ spending trends in airports and duty-free stores.

The move comes after a partnership with a major payment service provider in China was agreed.

Marina Giuliano, director of travel retail at ForwardKeys, said: “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 provides insights into spending data including transactions, visits, average spend per visit and total spend.

It also includes shopper profiles offering insight into shopper origin, age groups, credit card brand, spend, preferred hotel brands and travel destinations.

Two further features are available as an upgrade that will allow brands and retailers to enlarge their scope of analysis.

These include a benchmark duty-free spending at competing locations and insight into the consumption of luxury goods and brands in select cities within China.

Due to the growth and popularity of Hainan for duty-free, ForwardKeys has placed special attention on the tropical trade-free zone first.

Giuliano said: “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.”

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