Page 103 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.1 CATEGORIES PURCHASED: ON-LAND
Our research shows that Souvenirs is the category most widely purchased from the on-land Duty / Tax Free retail channel, with almost half of on-land purchasers buying from the category, and this rising to almost two thirds in the case of older travellers.
Souvenirs present a key opportunity for on- land retailers to differentiate their product offering from other Travel Retail opportunities. Drive this through ranges of location specific Souvenirs across various price points to appeal to various shopper types, e.g. those looking for high-quality, bespoke Souvenirs, and those looking for tokens of their trip.
The Alcohol category also features prominently in on-land sales. Such as with Souvenirs, potential exists to differentiate the product offering from other Travel retail opportunities via location based strategies, such as offering local brands or exclusive promotional activity.
Watches & Jewellery and Fashion & Accessories are also strong for on-land purchasing, with over a quarter of on-land buyers purchasing from these categories. However, this figure is a lot lower than the proportion that browse these categories, indicating that barriers to purchasing feature more highly among browsers of these categories.
Just 18% of on-land buyers purchase from the Beauty category, suggesting that this is not currently meeting the expectations of the North American & Caribbean cruise travellers.
CATEGORIES PURCHASED: ON-LAND
Base: On-land buyers (293)
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