Page 163 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.8 CONFECTIONERY
CATEGORY OVERVIEW
Confectionery is the least browsed Duty & Tax Free category among North American & Caribbean cruise travellers during their trip. Almost 3 in 4 Confectionery buyers purchase from the chocolate category and the leading brand is Ghirardelli.
Perceptions of quality and product range are rated most positively on-board and on-land. In contrast, perceptions of promotions, price and Duty Free exclusives are much weaker. Improve perceptions by highlighting Confectionery promotions, Duty Free price advantages and Duty Free exclusive availability in marketing messages and through visual merchandising.
Leading Buyers:
Younger
Americans
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +8
PRIORITY RATING: 5
Perception most positive among males.
PRODUCT RANGE
SCORE: +4
PRIORITY RATING: 4
Positive perception driven by shoppers under 40.
PROMOTIONS
SCORE: -3
PRIORITY RATING: 3
Much weaker perception among females and shoppers over 40.
PRICING
SCORE: -4
PRIORITY RATING: 1
Significantly weaker perception among females vs. males and shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -5
PRIORITY RATING: 1
Weak perception driven by shoppers over 40. Females are more negative than males.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +7 PRIORITY RATING: 5
Positive perception among both males and females. Shoppers under 40 slightly more positive vs. over 40.
PRODUCT QUALITY
SCORE: +5 PRIORITY RATING: 4
Positive perception is driven by shoppers under 40.
DF EXCLUSIVES
SCORE: -3 PRIORITY RATING: 3
Perception much weaker among shoppers over 40 vs. under 40.
PRICING
SCORE: -5 PRIORITY RATING: 2
Weak perception driven by shoppers over 40. Females are slightly more positive than males.
PROMOTIONS
SCORE: -5 PRIORITY RATING: 2
Perception weaker among over 40’s, especially when compared with those under 40.
Base: Confectionery Shoppers (168); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES