Page 113 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.4 REASON FOR PURCHASE: ON-LAND
If we review all main item purchases made on-land (the item the buyer considers to be their most important Duty / Tax Free purchase), 73% purchased for themselves, with 26% buying for a gift, and just 1% as a request, indicating that the primary motivation for main item purchasing is personal use. The exception is Souvenirs, which are more commonly purchased as a gift.
Table 26: Reason for On-land Duty / Tax Free Purchases
Category
Purchase Type
Self
Gift / Request
TOTAL ON-LAND
69%
31%
Tobacco*
100%
0%
Fashion & Accessories*
91%
9%
Alcohol
88%
12%
Beauty*
Base size too low
Confectionery*
Base size too low
Travel Accessories & Electronics*
80%
20%
Watches & Jewellery
70%
30%
Souvenirs
38%
62%
* Low base size (<25)
Table 27: Reason for On-land Purchase: Proposed Actions
Proposed Actions
 Drive self-purchasing:
 Offer sampling of local produce and specialities to encourage shoppers
to treat themselves to something new and different
 Drive non-regular brand purchasing through trade-up opportunities and
keen promotional activity
 Drive gift-buying:
 Offer a wide, location based, souvenir across various price points; offer high-quality souvenirs to differentiate from mass produced alternatives
 Potential to encourage combined self and gift purchasing through promotional multi-buy offers to encourage ‘one for me, one for you’ purchasing; particualrly on locally produced products or variants
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
113