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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.3.1 GOOD QUALITY
‘Good quality’ is the most important purchase driver for main item purchases made at on-board stores.
Just over half of on-board purchasers in the Beauty category cited good quality as the most important driver, therefore it is especially important for this category to offer internationally renowned brands across the product range, including luxury and premium brands to drive perceptions of both quality and indulgence.
Alcohol and Jewellery & Watches are other categories where good quality is important to a higher than average proportion of buyers. Highlighting brand heritage and authenticity as effective methods of instilling quality into the brand identity and this could be further driven by stand alone displays and specialisit events highlighting premium products and leading brands within higher value sub-categories, such as Jewellery, Watches, Whisky, Cognac and Perfumes.
Table 16: Good Quality: Proposed Actions
Proposed Actions
 Deliver quality as a leading message when communicating available products and product ranges.
 Do this through dedicated in-store and wider area displays, and specialist high-end product / brand articles in on-board magazines
 Emphasise heritage and production methods in communications
 Introduce dedicated events focusing on key luxury product lines, e.g. Whisky or
Cognac tasting, branded cosmetic makeovers, or leather goods showcases
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