Page 142 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.1 WATCHES & JEWELLERY
CATEGORY OVERVIEW
Almost half (47%) of North American & Caribbean cruise travellers visit the Watches & Jewellery category, making it the most browsed category. Half of Watches & Jewellery go on to make a purchase with 3 in 5 category buyers purchasing from the women’s jewellery category. The most purchased brands are Armani and Fossil.
Perceptions of quality and range are positive for both on-board and on-land stores. Perception of price is a lot weaker for on-board stores. Improve this perception by ensuring on-board pricing is clear and Duty Free price advantages are highlighted.
Leading Buyers:
Americans
Females
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +8
PRIORITY RATING: 5
Positive perception among Americans, shoppers under 40 and males.
PRODUCT RANGE
SCORE: +6 PRIORITY RATING: 4 Positive perception
driven by Americans, shoppers under 40 and males.
PROMOTIONS
SCORE: -2
PRIORITY RATING: 3
Perception much weaker among Canadians vs. Americans.
DF EXCLUSIVES
SCORE: -3
PRIORITY RATING: 2
Weaker perception among shoppers over 40 vs. under 40.
PRICING
SCORE: -8
PRIORITY RATING: 1
Weaker perception among Canadians, shoppers over 40 and females.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +9 PRIORITY RATING: 5
Positive perception driven by shoppers under 40.
PRODUCT QUALITY
SCORE: +5 PRIORITY RATING: 4
Perception more positive among shoppers under 40 and males.
PRICING
SCORE: -2
PRIORITY RATING: 3
Weak perception driven by shopper over 40.
PROMOTIONS
SCORE: -6 PRIORITY RATING: 2
Weaker perception among shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -6
PRIORITY RATING: 1
Weaker perception driven by shopper over 40.
Base: Watches & Jewellery Shoppers (378); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES