Page 183 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
9.2.3 SHAPING SHOPPER BEHAVIOUR
Our findings identify a clear potential to shape the purchasing behaviour of North American & Caribbean cruise travellers in port stores. This is illustrated by the fact that only a third of those planning their purchase (main item) on-land know the exact product they wish to buy,
Several key external factors should be considered by port store retailers and brands when looking to drive certain behaviours, such as differentiated product ranges, exclusive promotional activities and interactive displays. These strategies should not only be considered key to shaping shopper behaviour but also in engaging travellers and driving footfall.
 Souvenirs are by far the leading category; purchased by 49%
 75% of on-land buyers plan to visit a store prior to travel, of which
91% plan to make a purchase
 75% of main item purchases are planned; however, just 35% of
planned purchases are to exact product level
 Leading purchase drivers include good quality (32%), not being
able to get the item at home (26%) and the price being cheaper
than elsewhere (24%)
 Self-purchasing is the leading main item purchase reason (69%) for
on-land buyers; yet, as is the case on-board the ship, Souvenir
main item purchasing is driven more by gifting (62%)
 37% of main item self-purchases are of a non-regular brand with
good pricing being a key alternative brand driver (51%)
 The item being a good souvenir of the trip (51%), not being able to get the item at home (29%) and attractive promotional activity
(24%) are key factors making items suitable for gifting
Although three quarters of on-land main item purchases are planned, only a third of these are planned to exact product level
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