Page 159 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
ELECTRONICS & TRAVEL ACCERSSORIES– MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 20%
Self 80%
4 in 5 purchases from the Electronics & Travel Accessories category were for self. Increase interest in range for self-purchasing by ensuring shoppers can test Electronics prior to purchase.
vs. average self: 72%, average gift / request: 28%
PURCHASE PLANNING – MAIN ITEM
Impulse
30% Planned 70%
7 in 10 Electronics & Travel Accessories purchases were planned. Drive planned purchasing by ensuring Duty Free Electronics & Travel Accessories offering is advertised in pre-travel advertisements.
vs. average planned: 66%, average impulse: 34%
SELF PURCHASE DRIVERS – MAIN
Remembered I needed something
Usual brand To stock up Good quality
33% vs. 9% 20% vs. 11%
20% vs. 11% 17% vs. 31%
Remembering something they need is a much higher than average purchase driver and the leading driver among Electronics & Travel Accessories buyers. Drive growth in the category by advertising Electronics & Travel Accessory offering in cabins and as a part of welcome material to drive purchasing for use whilst away.
ITEM
Base: Electronics & Travel Accessories Main Item Buyers (30)
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