Page 119 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.5 UP-TRADE OPPORTUNITIES: ON-LAND
Almost half, 48%, of those purchasing their main Duty / Tax Free item on-land trade up to a more expensive variant than they usually purchase at home, indicating a strong willingness amongst shoppers on-land to buy more premium product ranges than usual.
Figure 27: Purchase Behaviour: Up-trade Opportunities On-land
Up-trading most common amongst American (US) travellers
Cheaper brand 3%
Usual brand 41%
Never bought item kind before 8%
Traded up 48%
Trading up varies across categories, from 43% in Souvenirs to 61% in Confectionery, but there is potential to encourage trading up across the whole of the retail offer.
There are several potential methods for up- selling, including highlighting specific trade- up opportunities within product ranges, i.e. displaying more deluxe variants alongside regular brands and clearly communicating the differences and benefits of purchasing the deluxe variant.
There is also the potential to drive up-trading directly through sampling sessions where promotional offers are available only on the products showcased.
Younger buyers significantly more likely to trade up
Up-trading more prominent among those on an extended cruise
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