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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.3 LEADING PURCHASE DRIVERS: ON-BOARD
Our research has identified several key drivers for main item (the item the buyer considers to be their most important Duty / Tax Free purchase) purchasing on-board the ship. However, three stand out as the most prominent and should therefore be considered areas of priority going forward when considering strategies to drive future purchasing:
The item being good quality
The item being cheaper than elsewhere; and
The item being bought as a treat / reward
A fifth chose their main item because it was a well-known brand, while the same proportion bought an item because they could not get it at home, indicating the differing expectations of shoppers on-board, and the need to offer a wide product range from internationally recognised brands to exclusive products. Other leading self-usage purchase drivers include:
PURCHASE DRIVERS: ON-BOARD DUTY / TAX FREE STORES
Base: On-board main item buyers (371)
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