Page 147 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
SOUVENIRS – CATEGORY BEHAVIOUR
PURCHASE REASON – MAIN ITEM
3 in 5 Souvenir main item purchases are for a gift. The Souvenir category has the highest level of gift purchasing compared with all other categories.
vs. average self: 72%, average gift / request: 28%
39% Request
Gift / 61%
Self
PURCHASE PLANNING – MAIN ITEM
Impulse 27%
Planned 73%
Over 7 in 10 Souvenir main item buyers planned their purchase. Although this is above average, only 23% plan to an exact product level illustrating a potential to influence decision making
vs. average planned: 66%, average impulse: 34%
MAIN ITEM PURCHASE DRIVERS
As a souvenir
As a treat/ reward 23%
52% vs. 21%
Drive Souvenir purchasing at on-board stores through a good range of both location specific and cruise liner based items. Location specific offerings should be rotated to reflect areas travelling to or from. Onland stores should focus on location based souvenirs, highlighting product relevance and heritage in communications. The item being good quality is also above average, so ensure product quality throughout souvenir product ranges.
Good quality
Can't get at home 20%
vs. 13% vs. 14%
Looked new and different
17%
vs. 22% 20% vs. 31%
Base: Souvenir Main Item Buyers (138)
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