Page 153 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
FASHION & ACCESSORIES – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 9%
Self 91%
Almost all of Fashion & Accessory main item purchases were for self. Encourage self-purchasing by ensuring there are facilities to try on items prior to purchase and through messages of self- indulgence.
vs. average self: 72%, average gift / request: 28%
PURCHASE PLANNING – MAIN ITEM
Impulse
41% Planned
59%
Almost 3 in 5 Fashion & Accessory main item purchases are planned. However, impulse purchasing is above average, thus allowing a greater opportunity to influence purchasing behaviour in-store.
vs. average planned: 66%, average impulse: 34%
MAIN ITEM PURCHASE DRIVERS
As a treat
Good quality
Looks new and different
As a souvenir
Attractive promotion
31% vs. 22% 27% vs. 31%
vs. 14% 20% vs. 21%
19% vs. 15%
Treating is the leading driver for Fashion & Accessories main item purchases. This is closely followed by quality, with attractive promotions also being more important than average. Increase sales in the category by encouraging self- treating and enhancing perceptions of quality via visual merchandising and promotions. Potential to also incorporate high-end local fashion to differentiate from other Duty & Tax Free offerings
22%
Base: Fashion & Accessories Main Item Buyers (64)
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