Page 157 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.6 ELECTRONICS & TRAVEL ACCESSORIES
CATEGORY OVERVIEW
Almost a quarter of North America & Caribbean cruise travellers browse the Travel Accessories & Electronics category. However Travel Accessories & Electronics drives the lowest purchasing rates, with just 11% of travellers purchasing from the category.
For on-board stores, perceptions of Duty Free exclusives and price are the weakest, whilst promotions are perceived least positively at on-land stores. This could be improved through implementing location based promotional activity and highlighting this via on-shelf barkers and POS signage.
Leading Buyers:
American
Younger
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +7 PRIORITY RATING: 5
Positive perception driven shoppers under 40.
PRODUCT QUALITY
SCORE: +7 PRIORITY RATING: 5
Perception more positive among shoppers under 40.
PROMOTIONS
SCORE: -3 PRIORITY RATING: 3
Weaker perception among shoppers over 40.
DF EXCLUSIVES
SCORE: -4 PRIORITY RATING: 2
Weaker perception among shoppers over 40.
PRICING
SCORE: -7 PRIORITY RATING: 1
Weak perception driven by shoppers over 40
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +6
PRIORITY RATING: 5
Positive perception driven by shoppers under 40.
PRODUCT QUALITY
SCORE: 0
PRIORITY RATING: 4
Perception more positive among shoppers under 40 vs. over 40.
PRICING
SCORE: 0
PRIORITY RATING: 4
Positive perception driven by shoppers under 40.
DF EXCLUSIVES
SCORE: -3
PRIORITY RATING: 2
Weaker perception among shoppers over 40.
PROMOTIONS
SCORE: -4
PRIORITY RATING: 1
Weaker perception driven by shoppers over 40.
Base: Electronics & Travel Accessories Shoppers (194); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES