Page 144 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
WATCHES & JEWELLERY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 25%
At 25%, Watches & Jewellery has the highest level of gift/request purchasing compared with all categories other than Souvenirs. Drive sales growth in the category by ensuring availability of gift solutions and gift wrapping facilities.
Self 75%
vs. average self: 72%, average gift / request: 28%
PURCHASE PLANNING – MAIN ITEM
Impulse 45%
Planned 55%
The Watches and Jewellery category features the highest level of impulse purchasing compared to all other categories. Increase levels of planning by ensuring travellers can see the Duty Free offering in pre-trip advertisements.
vs. average planned: 66%, average impulse: 34%
MAIN ITEM PURCHASE DRIVERS
Good quality Cheaperprice Well known brand As a treat/reward Attractive promotion
39% vs. 31% 32% vs.24%
vs. 19% 24% vs. 22%
19% vs. 15%
Quality and price are the leading drivers for Watches & Jewellery main item purchasing, especially among shopper over 40. Drive sales by enhancing quality perception and ensuring Duty Free price advantages are highlighted throughout the store.
25%
Base: Watches & Jewellery Main Item Buyers (96)
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