Explore the different customer profiles of Lagardère Travel Retail's Relay shops at train stations

Relay surveyed 1,000 visitors of French train stations to better understand the different personas of its shops.

Customer needs

Relay wanted to conduct a Usage & Attitudes study to understand the expectations of both customers and non-customers at train stations, as well as their perceptions of the brand. The goal was to gather precise insights to map the different profiles of visitors and adapt the shops' offerings.

Methodology

• Target: 1,000 train station visitors (Relay customers and non-customers)
• Geographical scope: France
• Duration of fieldwork: 7 days
• Recruitment: Social networks
• Survey methodology: Quantitative study

Findings of the study

• 92% brand awareness: Valuable insights revealing that almost all respondents are already aware of Relay.
• Specific feedback allowing for a precise understanding and breakdown of the barriers to in-shop purchases.
• A particularly rapid data collection, completed in just 7 days.
• An excellent level of engagement throughout the questionnaire from a target that is nevertheless volatile (train station travelers and visitors). ‍

Purpose

This study provides Relay with a detailed and updated segmentation of purchasing behaviors within French train stations. By uncovering the barriers to purchase and the expectations of different personas, the brand has the strategic keys necessary to optimize the customer experience at the point of sale and more effectively convert non-customers.