Page 145 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.2 SOUVENIRS
CATEGORY OVERVIEW
Souvenirs is the most purchased Duty & Tax Free category among North American & Caribbean cruise travellers, with almost a third purchasing from the category on their most recent trip. In terms of sub-categories, both location and cruise line souvenirs are prominent, illustrating a requirement for a wide selection of each in the overall Cruise Duty & Tax Free retail channel.
However, category perceptions differ between on-board and on-land offerings, particularly in terms of product quality. This clearly illustrates how the existing on- land offer could be enhanced through the inclusion of more premium product ranges. Operators should look to support this further via in-store messages of product quality, authenticity and local relevance to differentiate from other, often mass produced Souvenir offerings.
Leading Buyers:
Americans
Older
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +8 PRIORITY RATING: 5
Positive perception among Americans, males and shoppers under 40.
PRODUCT RANGE
SCORE: +7 PRIORITY RATING: 4
Positive perception driven by shoppers under 40 and males.
PROMOTIONS
SCORE: -3 PRIORITY RATING: 3
Weaker perception driven by shoppers over 40.
DF EXCLUSIVES
SCORE: -6 PRIORITY RATING: 2
Perception weaker among shoppers over 40 and females.
PRICING
SCORE: -7 PRIORITY RATING: 1
Weaker perception driven shoppers over 40 and females.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +11 PRIORITY RATING: 5
Positive perception driven by shoppers under 40 and males.
PRICING
SCORE: -2 PRIORITY RATING: 3
Perception weaker among shoppers over 40.
DF EXCLUSIVES
SCORE: -2 PRIORITY RATING: 3
Weak perception driven by shoppers over 40. Females are less positive than males.
PRODUCT QUALITY
SCORE: -3 PRIORITY RATING: 1
Weak perception driven by shoppers over 40.
PROMOTIONS
SCORE: -5 PRIORITY RATING: 1
Weak perception driven by shoppers over 40.
Base: Souvenir Shoppers (366); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES