Page 141 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7 CATEGORIES & PRODUCTS
In this section, we analyse the performance of the different Duty & Tax Free categories within the North American & Caribbean cruise Duty & Tax Free retail channel. In doing this, we consider aspects including browsing, purchase and spend levels, along with category perceptions and leading sub-categories and brands, and main item purchasing behaviour.
Souvenirs and Alcohol drive overall purchasing, with 2 in 5 purchasing from the Souvenir category and 36% purchasing Alcohol. However, other categories also have the potential to drive purchasing. For example, in contrast to airport Duty & Tax Free retail, the Watches & Jewellery category drives the highest footfall of any category, yet becomes less prominent in terms of purchasing. The Watches & Jewellery category also possesses relatively high potential in terms of average spend, as despite driving lower average spend compared to other cruising regions, has an average spend far in excess of the other core Duty / Tax Free categories in the North American & Caribbean cruise channel.
The average spend in other categories also presents clear opportunity. This is particularly the case with Beauty, illustrating the potential of increasing the exposure and purchase incidence within this category for brands and retailers alike.
As is the case in our other cruise research, average category spend levels may appear high to some readers. However, throughout the duration of their cruise, travellers are exposed to a high number of available purchasing opportunities, as opposed to other Duty / Tax Free channels, such as airport stores. This leads to high levels of multiple item purchasing thus driving higher average spend levels than potentially seen elsewhere.
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