Kristen Esposito_ Macy's - ONE Travel Conference

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					Findings from the
International Emerging
Market Report, 2010
India, Australia, Brazil, Korea, China
Background & Research Objectives

         This research, commissioned by Shop America and Macy’s in partnership
         with the U.S. Department of Commerce/Office of Travel & Tourism Industries
         and conducted by Mandala Research, is to serve as a benchmark of
         behaviors and psychographics among shopping travelers from the top 5
         international emerging growth inbound tourism markets to the United States.

         Research Objectives

              Learn what drives International Shopping Travelers from these top 5
               emerging growth inbound markets to destinations in the U.S.

              Understand these International Shopping Travelers purchasing
               behaviors once they get to their destinations.

              Document the economic value of the international shopping traveler.

              Assess methods in increasing inbound tourism from these top 5
               markets and increasing return visits.
Methodology


              The Macy’s/Shop America study was conducted among 500
              travelers in each of the top 5 growth markets to the U.S., as
              identified by the U.S. Department of Commerce. The
              markets included in the 2010 report were Brazil, China, India,
              Australia, and Korea. A total of 2,500 online surveys were
              completed.

              Each respondent
              had visited the U.S. in the past 12 months,
              had spent a minimum of $250.00 on shopping and
              had a minimum household income equal to the median in
              each country.

              The data was collected using an international online panel of
              respondents who were surveyed in August and September,
              2010.




                                                                               3
Time and Money Spent
                                                                                                            Time spent on Trip



                 Travelers from these growth
                 markets spend on average $3,517

                                                                                                                            Shopping
                                                                                                                              28%

                     Total Amount Spent and Spend on Shopping
4,000
                                       $3,719                           $3,684                        Other 56%
        $3,517       $3,493                               $3,438
3,500
                                                                                     $3,256                                      Dining 16%

3,000


2,500


2,000

                                                $1,437
1,500
                                                                            $1,238
            $1,006                                              $984                      $941
                                                                                                  Almost half of their time is spent on
1,000
                                                39%
                                                                                                  shopping and dining
              29%         $457                                  29%
 500                                                                         34%          29%
                          13%
   0
           Total      [A] India         [B] Australia      [C] Brazil    [D] Korea    [E] China


                                  Total Spend       Spend on Shopping


                                                                                                                                              4
Purpose of Trip


 Visiting friends and family                                                                       Total         India        Australia      Brazil       Korea         China
                                                  Visiting Friends and family                       71%            69%           63%           76%          72%           73%
 was the top mentioned
 reason for visiting the U.S.                     Pleasure, holiday, personal                       24%            11%           21%           33%          36%           23%

                                                  Attending a convention                            19%            19%           20%           19%          12%           22%

                                                  Honeymoon                                         11%            16%           22%            4%           5%               9%

                                                  Business                                           8%            8%            11%            6%           3%               9%
                                                  Which of the following was the purpose of your last trip to the U.S.? (multiple response) Base Total respondents n = 2500


                 Purpose of Trip
                Multiple Responses                                            Among those selecting only one purpose for
                        Total
                                                                              their recent trip: Over 50% cited “Visiting
                                                                              Friends and Family”. Australians were the only
                                                                              exception
                          8%
                       11%

                   19%
                                    71%
                                                             Purpose if selected only one Total                        India Australia Brazil Korea China
                      24%
                                                             Visiting Friends and family                    53%        57%          44%          55%          56%         54%



   Visiting Friends and family   Pleasure, holiday, personal
   Attending a convention        Honeymoon
   Business

                                                                                                                                                                                   5
Number of Trips Taken in the Past 12 Months

   2010 Countries Analyzed                                   India               Australia           Brazil   Korea    China


                       Total
                                                                                                                               While the
                                                              1.5                    2.15            3.0       2.1     2.13
                                                                                                                               countries analyzed
         # For Pleasure                                         1                    1.38            2.01     1.55     1.45    this year are
                                                                                                                               considered
         # For Business                                      0.33                    0.48            0.42     0.28     0.58    “emerging growth
                                                                                                                               markets”, these
         # Combination                                       0.15                    0.29            0.12     0.19     0.1     long haul travelers
                                                                                                                               actually took more
                                                                                                                               trips in the last 12
     2009 Countries Analyzed                              Canada                Germany              Japan    Mexico   UK      months than their
                                                                                                                               German or
                       Total                                  3.1                     1.7             1.7      4.4     2.3
                                                                                                                               Japanese
               # for pleasure                                 2.3                     1.0             1.2      2.6     1.3     counterparts took
                                                                                                                               last year.
               # for business                                  .6                      .4              .4       .7      .5

               # combination                                   .3                      .3              .1      1.0      .4



Thinking of all the international trips to the U.S. you have taken in the past 12 months, how many
of these trips were for each of the purposes listed below? Base Respondents Total N=2500                                                              6
Total Spend and Shopping Spend 2009 and 2010 by Market
                                                2010 Emerging Growth Markets
4,000                                          $3,719                               $3,684
           $3,517            $3,493                               $3,438
3,500                                                                                                 $3,256
3,000
                                                                                                                                       Over $1,000 is spent
2,500                                                                                                                                   on shopping during
2,000
                                                    $1,437
                                                                                                                                        trips to the U.S. by
                                                                                         $1,238
1,500
                $1,006                                                  $984                                    $941                    Inbound markets
1,000
 500
                                   $457                                                                                                 researched last year
    0                                                                                                                                   and Emerging Growth
              Total            [A] India      [B] Australia        [C] Brazil        [D] Korea         [E] China        Total Spend     Market travelers
                  29%               13%               39%                29%               34%                  29%
                                                        2009 Inbound Markets                                                            surveyed in 2010.
                                                                                                                        Spend on
 5000                                                              $4,722                                               Shopping
 4500
 4000       $3,692
                                                 $4,127
                                                                                                        $3,845                         Shopping accounts for
                                                                                     $3,249
 3500                                                                                                                                   29% of total travel
 3000                         $2,490
 2500                                                                                                                                   expenditures, among
 2000
 1500            $1,063                               $1,085            $1,200            $1,310                                        these tourists.
                                                                                                                $968
 1000                                $757
  500
    0
                Total           Canada            Germany             Japan             Mexico                  UK

                     29%               30%               26%                25%               40%                 25%

How much did you spend, in total, on your last trip to the U.S. (including transportation, lodging, shopping,
entertainment, food & dining expenses, activities, etc.) Base Total Respondents n=2500

How much did you spend on shopping alone, during your last trip to the U.S.? [Dollar amounts will be
reflected in local currency equivalent.] Base Total Respondents n=2500.                                                                                         7
“Top US Travel Destinations” Cited Unaided

                                                                         Top of mind travel destinations most mentioned
                                                                          were New York City and Los Angeles. The same
                                                                          destinations were also named top shopping
                                                                          destinations.

                                                                         Brazilians travel to the U.S. (3.6 trips per year)
                                                                          most and 1/3 of them cite Miami as a travel
                                                                          destination.



                                                                                                                  India Australia Brazil Korea China
                                                                             New York City                  20%   16%     13%     25% 22% 25%

                                                                             Los Angeles                    17%   15%    15%     18%    15%    22%

                                                                             Miami                          10%   9%      9%     16%    12%     3%

                                                                             Las Vegas                      5%    8%      7%       -     7%     6%




In your opinion, what are the top travel destinations in the United States? Base total respondents n=2500
                                                                                                                                                       8
Activities They Participate In While in the US

                                                                                                           Total   India Australia Brazil Korea China
                                                      Visiting amusement parks                              47% 48%       43%     51%    47%   44%
   25% of travelers
                                                      Visiting historic sites                               44% 42%       46%     48%    49%   33%
    shopped, with
                                                      Visiting Parks : National, State,
    slightly more                                                                                           42% 39%       42%     39%    39%   52%
                                                      etc.
    having shopped                                    Visiting art or cultural Museums,
                                                                                                            41% 33%       35%     48%    49%   41%
    at an outlet mall                                 Art Exhibits, etc.
                                                      Visiting zoos, aquariums or
    (30%).                                            science museums
                                                                                                            38% 31%       44%     48%    38%   31%

                                                     Unique dining experience                               38% 47%       35%     31%    51%   24%
   25% of Chinese                                   Attending Concerts, Theatre,
    tourists shopped                                 Dance, etc.                                            34% 31%       28%     44%    40%   29%
    at museum                                        Shopping at an outlet mall                             30% 33%       24%     34%    31%   29%
    stores, much                                     Shopping at individual retail stores
    more than                                        that were not part of a mall                           28% 14%       12%     42%    35%   38%
    others.                                          Shopping in a mall                                     25% 24%       20%     27%    22%   33%
                                                     Visiting a museum store                                25% 26%       22%     22%    21%   35%
                                                     Shopping at a museum store                             13% 19%        9%     12%    9%    17%



Thinking of any trips you have taken within the United States in the past 12 months, what activities did
you participate in? Please select all that apply. Base Total respondents n = 2500
                                                                                                                                                        9
Trip Planning Window and Length of Stay

                                                                                   Travel plans are made a half year in
        Total      India      Australia          Brazil       Korea       China     advance of a trip, providing ample time to
                                                                                    market to these travelers in advance of their
                                                                                    arrival in the United States.

                        Average Days 301
                                                 Average Days 258
                                                                                   The majority stay between 5 and 14 days,
                                                                                    plenty of time for shopping.
                                                       Average Days 239
                    Average Days 264
                                                                                                               A      B        C      D    E
                                                                                                     Total
                                                                                                             India Australia Brazil Korea China
                                                   Average Days 187
                                                                                   Day trip          3%      7%      3%       -      -      -
                              Average Days 301

                                                                                   1 to 2 days       6%      11%     4%     7%     3%     7%

                                                                                   3 to 4 days       23%     28%    16%     29%    25%    15%

                                                                                   5 to 6 days       24%     22%    24%     22%    19%    35%

                                                                                   7 to 14 days      33%     26%    40%     34%    34%    30%

                                                                                   15 to 28 days     7%      4%     10%     5%     13%    3%

                                                                                   29 or more days   4%       -      3%     2%     5%     9%


How far in advance did you plan your last trip to the U.S.?
Days: ____ Base Total respondents n = 2500
How long did you stay? Base Total respondents n = 2500                                                                                            10
Information Sources Used to Plan Trip
 Information Sources Used to Plan Trip

                                                          The research indicates marketing not just to these travelers,
                                                          but to their families and friends. They are the most used
                                                          source by these travelers when planning a trip.

                                                          Search engine sites and Travel guides/books are also very
                                                          popular sources used by these travelers, but less popular
                                                          among Indian tourists who make the fewest trips to the U.S.

                                                                                                                 Total   India   Australia Brazil Korea China

                                                        Family or friends
                                                                                                                 33%     29%       33%     33% 34% 35%
                                                        Search engine sites
                                                                                                                 31%     17%       32%     34% 37% 37%
                                                        Travel guides or books
                                                                                                                 26%     13%       27%     30% 27% 34%
                                                        Online travel agency
                                                                                                                 20%     25%       18%     18% 20% 18%
                                                        Travel magazines
                                                                                                                 15%     22%       12%     17%    9%    17%
                                                        Traditional travel agency
                                                                                                                 13%     20%       7%      12% 16% 12%


Which of the following information sources did you use to plan your last trip to [Insert destination visited]?
Please select all that apply. Base Total respondents n = 2500                                                                                                   11
Mobile Technology Used While Traveling to the U.S.
                                     2 or more devices

82%
80%
                                                                                        80%                      On trips to the U.S., between 70% to
78%
           76%
                            77%             77%
                                                                                                                 80% of travelers bring 2 or more devices.
76%

                                                                                                                 Advertising transmitted by smart phone
                                                                           73%
74%
                                                            71%
72%
70%                                                                                                              would likely reach 50% of these
68%
66%
                                                                                                                 travelers, as half have smart phones
          Total             India         Australia      Brazil           Korea         China                    when they travel to the U.S.
60%                                                                       Mobile Devices used while Traveling in the US
                                                                                  55%
                                                                                                                 52%                                                         53%
        51%
50%                                           47%                                                                                                47%
                                                      44%     43%
                                                                                                41%                     40%
40%               37%   37%                                                                                                                            38%
                                                                                                                                                                                           37%
                                                                                       35%                                                                                     34%
                                                                                    33%                                        33%                 33%
            31%                                                                                            31%                                                 30%
                                                                                                                   29%                                                             29%
30%                                 26%           27%                    27%
                                                                                                                                           26%
                                                                                                                                                                       23%             24%
                                                                                                                                                           22%                                     22%

20%                 17%                                                                                                    18%

                                                          13%                                                                                                        13%                         13%
                                                                                              11%
10%                            7%
                                                                    4%                                                                5%
                                                                                                      2%

0%
                    Total                               [A] India                       [B] Australia                    [C] Brazil                      [D] Korea                   [E] China
            Smart phone (such as Iphone, Blackberry, Droid/ Anroid, etc.)                                              Music device such as IPod, MP3 player
            Video device, such as DVD player                                                                           Video camera
            Digital camera                                                                                             Non-digital camera
            Cell phone (not a smartphone)

Which of the following did you travel with on your last trip to the U.S.? Base           Total respondents n = 2500                                                                                      12
Text is one way to communicate with these travelers



                                                                    Total       India Australia Brazil Korea China
                                                                                                                              Text messaging is the
    Texting or SMS on your phone                                    47%         53%          45%           40%   48%   52%
                                                                                                                               smart phone feature
                                                                                                                               used most by these
    Electronic maps, such as Google Maps,
    Mapquest
                                                                    15%         18%          29%           13%   9%    5%      travelers while in the
    GPS application on phone or other                                                                                          U.S. (47%).
                                                                    10%         14%          12%           5%    10%   11%
    device
    Reading and/or posting on social media
                                                                    10%          9%           6%           13%   8%    13%    A text advertising
    sites
    Sending and receiving email from your
                                                                                                                               message will reach
                                                                     9%          6%          11%           10%   12%   6%
    phone                                                                                                                      about half of these
    WiFi Finder                                                      8%          5%           9%           4%    10%   10%     travelers, while they
                                                                                                                               are stateside.
    Travel sites, such as Expedia,
                                                                     5%          5%           4%           6%    6%    4%
    Travelocity, etc.




Which of the following did you use on your smartphone or cell phone while on your last trip to the U.S.?
Respondents who have smart phones n=1623                                                                                                                13
Likelihood of Visiting the U.S. within the Next Year



                                                                       Almost 70% of these travelers are planning or
                                                                       have already booked a trip to the U.S. within the
                                                                       next year

                                                                                   Likelihood of Visiting the US within the Next Year
                                                                           Definitely, my trip is already booked              Likely (very & somewhat)
                                                                                           62%
                                                                       51%                                     49%                       51%
                                                                                                                           45%                        45%

                                                                                                                     25%                        25%
                                                               18%                                                                 21%
                                                                                                         16%
                                                                                      4%

                                                                  Total                India             Australia   Brazil         Korea        China




How likely are you to take a trip to the U.S. within the next year? Base    Total respondents n = 2500
                                                                                                                                                            14
The Role of Shopping On The Trip

                                                      Shopping plays a large role in destination choice.

                                                      Over 60% of Australians, Brazilians and Koreans say that
                                                      shopping was the key reason for taking the trip and/or helped
                                                      them select a destination.
                                                                                                           48%




                                                                                                                     38%

                                                            34%                                                                                  34%                   34%


                                                                                                                            29%
                                                                                                                                           28%
                                                                                    25%

                                                      22%

                                                                             17%
                                                                                                                                                                 14%
                                                                                                    12%




                                                         Total                [A] India            [B] Australia      [C] Brazil           [D] Korea             [E] China


                                                        Shopping was the key reason I chose to take the trip.      Shopping helped me choose between potential destinations.




Thinking about the last trip to the U.S. you have taken over the past 12 months in which you shopped,
which best describes the role of shopping on that trip? [Choose only one.] Base Total respondents n = 2500                                                                     15
Top US Brands Known Throughout the World


                                                   Total            India        Australia Brazil        Korea China
    McDonald's                                     50%              49%              47%           54%   51%   49%
                                                                                                                       Among brands
    Macy's                                         33%              42%              32%           36%   30%   28%
    Ralph Lauren
                                                                                                                       they were asked
                                                   30%              16%              33%           31%   37%   34%
    The Gap                                        24%              16%              24%           27%   23%   32%     about, travelers
    Tommy Hilfiger                                 22%              19%              24%           19%   24%   23%     named
    J.C. Penney                                    20%              12%              23%           20%   22%   24%     McDonalds,
    Jessica Simpson                                19%              9%               20%           23%   22%   19%
    Levi's                                         18%              10%              20%           20%   19%   22%     Macy’s and
    Arnold Schwarzenegger                          17%              20%              13%           19%   18%   16%     Ralph Lauren as
    Madonna                                        17%              8%               14%           20%   25%   18%     top U.S. brands
    Lady Gaga                                      16%              8%               14%           19%   20%   19%     known widely
    Calvin Klein                                   16%              10%              20%           17%   9%    23%     throughout the
    Coach                                          12%              8%               19%           13%   6%    16%
                                                                                                                       world.
    P. Diddy                                       7%               5%               7%            13%   7%    6%
    Target                                         5%               6%               5%            5%    8%    3%
    Nordstrom                                      5%               4%               7%            4%    4%    8%
    Kenneth Cole                                   4%                -               5%            2%    3%    7%




Which among the following do you think are most widely known throughout the world as a top U.S.
brand? Choose as many as apply, [specified list, not open ended] Base Total respondents n = 2500
                                                                                                                                          16
Brands They Shopped For In The U.S.

                                                                  Indians, Australians and Brazilians shopped for the
                                                                  widest variety of brands.

                                                                  Levis and Ralph Lauren were the most popular brands
                                                                  overall.

                                                                                                                                               A      B        C      D    E
                                                                                                                             Total
                                                                                                                                             India Australia Brazil Korea China
                                                                     Levi's                                                   20%              -      -      13% 38% 48%
                                                                     Ralph Lauren                                             10%             6%     8%      10% 8% 17%
                                                                     Diesel                                                    8%             4%     3%       5% 19% 8%
                                                                     Banana Republic                                           5%                4%   3%     5%    5%     8%
                                                                     Puma                                                      5%                5%   3%     3%    5%     6%
                                                                     Buffalo                                                   4%                4%   5%     5%    4%     4%
                                                                     Lucky Brand                                               4%                4%   8%     9%     -      -
                                                                     J.Crew                                                    4%                5%   8%     8%     -      -
                                                                     Nike                                                      4%                5%   3%     4%    4%     4%
                                                                     Urban Outfitters                                          4%                5%   8%     7%      -     -




Now, please list five of the brands you shopped for while on this trip, if any. If you shopped for more than five brands, please list the five
brands that you consider the favorite brands you shopped for during your trip. Base Total respondents n = 2500 Responses under 1%                                                 17
Spontaneous Purchases: Items Purchased vs. Planned
     Planned to Purchase in the U.S.
                                                                   A      B        C      D    E
                                                     Total
                                                                 India Australia Brazil Korea China
    Women’s apparel                                  23%          23%         26%        23%    26%    18%
    Men’s apparel                                    23%          21%         25%        21%    18%    29%
    Souvenirs                                        22%          37%         17%        21%    22%    15%
    Shoes, boots                                     19%          15%         21%        16%    20%    22%
                                                                                                              Twice as many travelers
    Food/candies                                     15%          27%         13%        11%    11%    14%     purchased both men’s and
    Handbags                                         14%          14%         11%        16%    17%    11%     women’s apparel than those
    Children’s apparel                               13%          13%         14%        20%    14%    7%
                                                                                                               who planned this purchase.
    Other fashion accessories                        13%          18%          9%        10%    8%     21%
    Cosmetics, beauty products                       11%          20%          9%        10%    9%     8%
    Perfume                                          11%          12%          9%        14%    12%    8%     More than twice as many
  Regarding the most recent trip to the U.S., which of the following did you plan to                           bought souvenirs, cosmetics
  purchase? Base Total respondents n = 2500

   Purchased in the U.S.
                                                                                                               and perfume than planned.
                                                                 A      B        C      D    E                 Almost three times as many
                                                   Total
                                                               India Australia Brazil Korea China              of these travelers bought food
   Women’s apparel                                 46%          37%         45%        53%     50%    48%      and candy.
   Men’s apparel                                   44%          27%         49%        51%     44%    51%
   Souvenirs                                       43%          45%         41%        43%     41%    44%
   Food/candies                                    42%          42%         35%        41%     44%    47%     Toys were the most
   Other fashion accessories                       40%          41%         34%        34%     36%    53%      spontaneous purchases,
   Toys                                            24%          13%         24%        24%     37%    24%      made by a quarter of all
   Cosmetics, beauty products                      24%          22%         20%        25%     20%    30%
   Perfume                                         23%          24%         21%        23%     20%    29%
                                                                                                               travelers.
   Children’s apparel                              23%          19%         20%        29%     25%    20%
   Shoes, boots                                    16%          22%         16%        11%     17%    13%

  Regarding the most recent trip to the U.S., which of the following did you purchase?
  Base Total respondents n = 2500
                                                                                                                                                18
Type of Retailer

       At least half of travelers shop at department stores and shopping centers/malls.
       However, discount stores were most popular with these travelers.

                            Department store                                                                 Outlet mall
                            Boutique, or specialty store                                                     Shopping Center, or Mall
                            Discount Store (such as Target, Wal-Mart, Kmart, etc.)
80%


70%                                                               67%
                                                                                                                                                                                                  64%
                                    60%
60%                                                                                                    58%                                                          58%
                                                                                                                                      55%


50%
                                                                                                                                                  43%
                                                                                     40%
40%                                                                                                                 38%
                34%
                                                                                                              33%
                                          31%                                                                                                                                   29%
          29%                                                                                                                               28%                                             28%
30%                                                                                                                                                                       28%
                                                            26%                27%
                                                                                           25%
                              22%                                                                                               22%                           22%
                                                20%
                                                                                                                          19%
20%                   17%                             16%
                                                                                                 15%                                                    14%
                                                                                                                                                                                      10%
10%


0%
                      Total                       [A] India                          [B] Australia                   [C] Brazil                    [D] Korea                     [E] China




 At which of the following did you shop on your last trip? Base         Total respondents n = 2500
                                                                                                                                                                                                        19
Traveler Spending at Different Shopping Venues

        Shopping dollars are fairly well
         distributed across all types of retail
         establishments.
                                                                                                               Department store
                                                                                                               Outlet mall
                                                                                                               Boutique, or specialty store
                                                                                                               Shopping Center, or Mall
                                                                                                               Discount Store (such as Target, Wal-Mart, Kmart, etc.)
 50%                                                               48%


 45%                                                                                                                                                                                     43%


 40%                                 39%

                                                                                                 35%                                                        35%
 35%
                                                                                                                               31%
                                                                                                                                           30%
 30%
                                                                                                             27%
                                                                               24%
 25%
                 22%
                                                                                                                                                                                   20%
                                                                                                                                                                        19%
 20%
                                                             17%                     17%
                                                                                                       16%
                               15%         15%                                                                                                        15%
 15%       14%                                                           14%                                             13%
                                                                                                                   12%                                            12%
                       10%                       11%                                                                                 11%
                                                       10%                                 10%
 10%                                                                                                                                             8%

                                                                                                                                                                              5%
  5%


  0%
                       Total                      [A] India                    [B] Australia                  [C] Brazil                    [D] Korea                    [E] China




Please indicate where you spent the most amount of money?
Base Total respondents n = 2500                                                                                                                                                                20
Awareness of U.S. Department Stores

                                                                                        Macy’s ranked highest in brand
                                                                                        awareness among these travelers,
                                                                                        followed by JC Penney’s.

                                                                                              Total   India   Australia Brazil Korea China
                                                           Macy’s                             48%     38%      51%     50%    56%    44%
                                                           JC Penney                          34%     38%      35%     34%    25%    39%
                                                           Sears                              17%     18%      20%     16%    11%    18%
                                                           Bloomingdales                      14%     16%      20%     17%     9%     9%
                                                           Saks Fifth Avenue                  12%     9%       9%      17%    14%    12%
                                                           Neiman Marcus                      7%      5%       9%       9%     9%     5%
                                                           Dillard's                          5%      4%       3%       2%    12%     3%
                                                           Nordstrom's                        5%      4%       4%       3%     6%     9%
                                                           Kohls                              2%      2%        -        -     4%     3%
                                                           Lord and Taylor                     -      2%        -        -      -     2%




Which of the following retailers have you heard of? Base   Total respondents n = 2500
                                                                                                                                             21
Shopping at U.S. Department Stores


                                                               Four of the five emerging markets’ tourists shopped at
                                                               Macy’s, as much if not more than any other department
                                                               store.

                                                               Macy’s was particularly popular with Korean travelers.


                                                                                                 Total   India   Australia Brazil Korea China

                                                              Macys                              29%     22%      29%     27%    42%    28%
                                                              JC Penney                          27%     32%      26%     26%    19%    30%
                                                              Sears                              13%     16%      15%     12%     9%    15%
                                                              Saks Fifth Avenue                  10%     9%        6%     14%    13%    10%
                                                              Bloomingdales                      10%     13%      14%     12%     5%    5%
                                                              Neiman Marcus                      6%      5%        8%      8%     7%    3%
                                                              Nordstrom                          4%      3%        3%      2%     4%    8%




And at which of the following did you shop in the U.S. during the past 12 months? Base   Total
                                                                                                                                                22
respondents n = 2500
The Shopping Experience
The Shopping Experience

 While “Good value for the price paid” and “Helpful and friendly sales associates” were most
 important to all these emerging market shoppers, each traveler group has slightly different
 priorities when it comes to their shopping experience.

                                                                                                            Total   India Australia Brazil   Korea   China
      Good value for price paid                                                                             43%     42%     42%      42%     38%     48%
      Helpful and friendly sales associates                                                                 41%     31%     48%      44%     43%     38%
      Availability of fine dining restaurants                                                               35%     22%     49%      52%     29%     27%
      A wide selection of brands to choose                                                                  35%     25%     43%      38%     35%     35%
      Outlet mall                                                                                           33%     19%     41%      39%     34%     33%
      Convenient transportation to and from the shopping area                                               30%     41%     29%      33%     46%       -
      A wide selection of types of products                                                                 29%     32%     29%      30%     30%     23%
      Availability of luxury brands                                                                         29%     8%      35%      37%     35%     30%
      Large variety of dining options                                                                       27%     12%     39%      41%     28%     15%
      Shopping environment that reflects the local culture                                                  27%     22%     31%      28%     29%     25%
      An upscale mall environment                                                                           27%     13%     35%      30%     26%     31%
      Have directions, maps, and signage available in my native                                             26%     8%      32%      27%     30%     31%
      language
      Sales associates/mall personnel able to communicate with me                                           24%     16%     23%      25%     27%     29%
      Special discounts for travelers                                                                       22%     16%     27%      25%     21%     20%
      Ability to check product availability on store's website before I                                     16%     16%     19%      20%     12%     13%
      shop
      Shopping tours that take me to the best areas for shopping                                            13%     16%     13%      10%     12%     13%
      Shipping service                                                                                      11%     12%     13%      12%      6%     12%
      Availability of day spas and salons                                                                   10%     6%      16%      13%      8%      7%



 Regarding the most recent trip to the U.S., please indicate if the following were important to your shopping
 experience. Please select all that apply Base Total respondents n = 2500
                                                                                                                                                             23
Likelihood of Visiting U.S. City for a Shopping Festival

                                                                           26% say “yes”, they are likely to travel to the US to
                                                                           attend a Shopping Festival, regardless of prior visits.
                                                                           29% say that they are likely to attend if they had
                                                                           not visited that city before.
                                                                           50% of Koreans say a festival would encourage
                                                                           their visit, even if they’ve visited before.

                                                                                                                                                          49%



                                                                                   37%    38%



                                                                     29%                                                                     29%                                                28%
                                                                                                                     27%         26%                                                26%
                                                       26%
                                                                                                        24%
                                                                                                                                                                     22%
                                                             19%                                              20%

                                                                                                                                       14%                                                14%

                                                                                                                                                                8%

                                                                                3%



                                                             Total                [A] India              [B] Australia              [C] Brazil               [D] Korea               [E] China

                                                       Very likely to attend even if I have visited the city befor    Very likely to attend but only if it was a city I had not v   Somewhat likely to attend




Please indicate the likelihood that you would travel to one of the major U.S. cities to attend an annual Shopping
Festival? This shopping festival would be a special event to include things like major discounts on shopping,
discounted hotel package Base Total respondents n = 2500
                                                                                                                                                                                                                24

				
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