Page 154 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.5 BEAUTY
CATEGORY OVERVIEW
Under a third of cruise travellers in the North American & Caribbean region browse the Beauty category, although half of browsers do go on to make a purchase. The leading sub-category is female fragrance, and Clinique is the leading brand
Despite the Beauty category being perceived positively in both on-board and on-land stores, our findings illustrate a current under representation of the Beauty category within the overall Duty & Tax Free offer, particularly when considering Beauty is the most purchased Duty & Tax Free category by American travellers overall.
Leading Buyers:
Younger
Short Cruise Travellers
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +9 PRIORITY RATING: 5
Positive perception driven by Americans, under 40’s and males.
PRODUCT RANGE
SCORE: +2 PRIORITY RATING: 4
Positive perception driven by males and shoppers under 40.
PROMOTIONS
SCORE: -3 PRIORITY RATING: 3
Weaker perception among shoppers over 40 and females.
PRICING
SCORE: -3 PRIORITY RATING: 2
Weak perception among females and shoppers over 40
DF EXCLUSIVES
SCORE: -5 PRIORITY RATING: 1
Weak perception driven by shoppers over 40 and females.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +5 PRIORITY RATING: 5
Positive perception driven by males and shoppers under 40.
PRODUCT QUALITY
SCORE: +1 PRIORITY RATING: 4
Most positive perception among shoppers under 40.
PROMOTIONS
SCORE: 0 PRIORITY RATING: 3
Weaker perception among shoppers over 40 vs. under 40.
PRICING
SCORE: -2 PRIORITY RATING: 3
Weaker perception driven shoppers over 40.
DF EXCLUSIVES
SCORE: -5 PRIORITY RATING: 3
Perception significantly weaker among shoppers over 40 vs. under 40.
Base: Beauty Shoppers (226); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES