Page 116 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
DRIVING NON-REGULAR BRAND PURCHASING...
The proportion of cruise travellers purchasing a brand other than their regular brand demonstrates a willingness to explore a variety of options as part of the decision- making process. As with non-regular purchasing on-board, the most prominent driver of occasional / first-time brand purchasing on-land surrounds product pricing. Other secondary drivers include treating and promotional factors:
 The product had a good price: Ensure competitive pricing throughout all categories providing various price points to cater for different shopper types
 Treating themselves with a more expensive brand: Ensure that premium and luxury brands are available, especially in Alcohol and Watches & Jewellery which attract higher levels of first time brand purchasing
 Special price promotion: As with on- board sales, promotional activity helps drive new brand trial. This further demonstrates the importance of value for money perceptions and the extent to which this has the potential to affect shopper behaviour. Price promotions should therefore be prioritised when looking to drive non-regular brand purchasing, although location based promotional activity such as location specific GWPs could also assist in driving value perceptions.
NON-REGULAR BRAND PURCHASE DRIVERS: ON-LAND
Base: On-land non-regular brand main item buyers (53)
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