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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
ALCOHOL – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 19%
Self 81%
Over 4 in 5 Alcohol main item purchases are for self- consumption; this is particularly high among shoppers under 40. Gift/request purchasing is more common among shoppers over 40.
vs. average self: 72%, average gift / request: 28%
PURCHASE PLANNING – MAIN ITEM
Impulse 37%
Two-thirds of Alcohol main item purchases are planned. Of those planning their main item
Planned
63% Alcohol purchase, almost
vs. average planned: 66%, average impulse: 34%
half (49%) knew the exact product they would purchase.
MAIN ITEM PURCHASE DRIVERS
Good quality
Cheaper price
Well known brand
Treat
Friends/family recommended
32%
40% vs. 31% vs. 24%
Quality is the leading driver for main item Alcohol buyers. However, pricing is also a key consideration, especially among shoppers over 40. Drive sales in this category by enhancing perceptions of quality and ensuring Duty Free price advantages are highlighted in pre-trip communications and advertising.
16%
vs. 11%
25% 24%
vs. 19% vs. 22%
Base: Alcohol Main Item Buyers (134)
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