Study highlights value of advertising luxury goods instore

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A new study from JCDecaux suggests instore advertising is a key factor in diriving luxury goods sales in travel-retail

Over 60% of travelling luxury goods buyers decide on purchases after reaching the airport, according to research carried out by advertising group JCDecaux. The survey examined the habits of 7,000 frequent flyers and found that over half the sample liked to treat themselves when travelling, with the airport being the preferred location to buy luxury goods for 70% of respondents.

The research also highlighted the strong purchasing power of such travellers. While the average price paid for a watch on the UK High Street is £132 ($223) according to research from TGI Premier, JCDecaux found that 25% of its sample spent a minimum of £900 ($1,521) when buying a watch.

Marketing director JCDecaux Airport Richard Malton said that the research proved that consumer magazines are not the only place luxury brands should consider advertising.  ?Brands are missing a major trick by not advertising at points of sale,? he said.