Page 82 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.1 CATEGORIES PURCHASED: ON-BOARD
Our findings show that Souvenirs and Alcohol are the most purchased categories from the on-board Duty / Tax Free retail channel among North American & Caribbean cruise travellers, with 2 in 5 buyers purchasing from these categories. Souvenir buying is especially popular amongst American and older travellers, while Canadians are significantly more likely than Americans to buy Alcohol from Duty & Tax Free stores on-board the cruise liner.
Although Watches and Jewellery is the most browsed category, it is third in terms of purchasing, with 3 in 10 travellers buying from this category, suggesting that conversion levels can be increased. However, it should be noted that due to the high value nature of the category, it could be that conversion levels are potentially reduced due to higher price points in this category.
However, in other categories, such as Beauty, the lower conversion rate is most likely driven by purchase barriers, such as narrow product ranges or value for money perceptions.
Purchasing levels in each category are similar for both on-board and on-land stores, suggesting that whilst the overall Souvenir, Alcohol, Jewellery & Watches and Fashion & Accessories range is currently strong; it weakens for the remaining categories which attract fewer browsers and buyers.
CATEGORIES PURCHASED: ON-BOARD
Base: On-board buyers (433)
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