Page 156 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
BEAUTY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 18%
Self 82%
4 in 5 Beauty main item purchases are for self. Drive self-purchasing by ensuring shoppers are able to test products prior to purchase and that brand ambassadors are equipped to provide recommendations for male and female shoppers.
vs. average self: 72%, average gift / request: 28%
PURCHASE PLANNING – MAIN ITEM
Impulse 31%
Almost 7 in 10 Beauty main item purchases were planned. Drive planned purchasing by allowing cruise travellers to browse the Beauty offering prior to their cruise. Increase impulse purchasing through greater visibility of the category & special Beauty sales or events
Planned 69%
vs. average planned: 66%, average impulse: 34%
MAIN ITEM PURCHASE DRIVERS
Good quality
Well known brand
Cheaper price
As a treat/reward
Looked new and different
To stock up
51% vs. 31% 31% vs. 19%
Over half of shoppers selecting a Beauty purchase as their main item are driven by the product quality. Increase purchasing in this category by offering a wide selection of international brands, supported by visual merchandising and product testing prior to purchase.
28% 26%
vs. 24% vs. 22%
21% vs. 14% 21% vs. 11%
Base: Beauty Main Item Buyers (39)
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