Shopping

People who travel to shop are planning to spend extra money. They want to spend a leisurely weekend shopping at local stores to get something unique from that destination. There are a variety of levels of shopping experiences—duty free in airports, luxury goods, shopping malls, outlets, sundries, local brands, etc. Some people like to see seasonal markets and experience the culture of a location through its local festivities, while others travel to buy the basics they may not be able to get where they live or to get a discount due to retail tax laws in that destination. Those who are traveling for luxury goods or local brands are looking for unique shopping experiences that they can only find in that city. The items they purchase provide memories and spur conversations about that city and their trip.

Targeting Factors

Intent Layers

All Inclusive
Budget
High-End
Friends

Budget travelers are looking for a deal and are potentially traveling to this destination to have access to certain brands in one place (for example, someone from a small town traveling to destinations with malls or someone from Mexico or Canada traveling to shop in the US). They may be influenced by search but are likely repeat visitors or are going to places where friends or family live.

Influencers and brand messaging can have a bigger impact with people traveling for high-end shopping. They are looking to make a statement with their purchases. They will respond to messaging around exclusivity. They go off of recommendations or word of mouth about the reputation of a certain location.

People who are traveling to shop might plan a getaway with friends for a weekend of relaxation and—of course—shopping. They are more interested in unique shopping experiences and local culture. Influencers and top 10 lists can have a bigger impact with this group.

Channels

Instagram/Facebook
Search
Native Ads
Blogs
Pinterest
Influencers

Brands

Nordstrom
Vogue
Amazon
Urban Outfitters

Motivations

Shopping
Dining
Bonding
Relaxation

Challenges

Impulsive buying

Channels

Billboards
Instagram/Facebook
Search
Native Ads

Brands

Old Navy
Forever 21
H&M
Levi's
Footlocker
Gap
Target
American Eagle Outfitters

Motivations

Extra Time
Souvenirs

Motivations

Can't afford options in the destination

Channels

Influencers
TV Broadcasting
Billboards
Instagram/Facebook
Search
Blogs

Brands

Prada
Dolce & Gabbana
Coach
Gucci
Chanel
Hermes
Rolex
Cartier
Tiffany & Co

Motivations

Brand Names
Status
Dining

Motivations

Your location must have high-end stores available

Channels

Instagram/Facebook
Blogs
Search
Native Ads

Brands

Nordstrom
Vogue
Amazon
Urban Outfitters

Motivations

Bonding
Shopping
Relaxation
Dining

Motivations

Impulsive buying