Page 177 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
9.1.3 SHAPING SHOPPER BEHAVIOUR
Our research illustrates several key opportunities to shape shopper behaviour at on-board Duty & Tax Free stores among those travelling on cruises within the North American & Caribbean region. This presents a key opportunity for on-board retailers and brands alike to promote non-regular brand purchasing along with up-trading to more expensive variants.
 Two thirds of on-board buyers plan to visit a store prior to travel, of which 89% plan to make a purchase
 Souvenirs is the leading category (purchased by 41% of on-board buyers) closely followed by Alcohol (40%)
 63% of main item purchases are planned, of which just half know the exact product they will purchase
 Leading purchase drivers include good quality (32%), the price being cheaper than elsewhere (26%) and purchasing for a treat / reward (24%)
 Self-purchasing is the leading main item purchase reason (73%) for on-board buyers; this is the case for all individual categories with the exception of Souvenirs where 59% of main item purchases are for a gift
 44% of main item self-purchases are of a non-regular brand with good pricing being a key alternative brand driver (50%)
 The item being a good souvenir of the trip (38%), there being an attractive offer (34%) and good cruise liner souvenirs (34%) are key factors driving main item gift purchasing
Significant potential exists to shape shopper behaviour at on-board stores
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