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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.4 REASON FOR PURCHASE: ON-BOARD
We define the main item as the item the buyer considers to be their most important Duty / Tax Free purchase. The majority of buyers making their main item purchase on-board the ship purchased for themselves, with almost 3 in 10 buying for a gift or on request. This is a much higher rate than we have seen in other our previous cruise research on Asian travellers, where main item purchasing for self-usage was far more prominent.
Our research suggests a high level of multiple purchasing and therefore it is likely that gifting will play a greater role in overall purchases than suggested from our main item findings. This being said, emphasis should be placed on making product ranges appeal to self-buyers, as purchase priority is given to purchases for personal use in all categories except souvenirs.
Table 19: Reason for On-board Duty / Tax Free Purchases
Category
Purchase Type
Self
Gift / Request
TOTAL ON-BOARD
73%
27%
Fashion & Accessories
91%
9%
Tobacco
88%
12%
Beauty
83%
17%
Confectionery*
81%
19%
Travel & Accessories*
80%
20%
Alcohol
78%
22%
Watches & Jewellery
77%
23%
Souvenirs
41%
59%
*Caution Low Base (<25)
Table 20: Reason for Purchase: Proposed Actions
Proposed Actions
Certain categories attract higher levels of gifting than others, e.g. Souvenirs, Watches & Jewellery and Alcohol, therefore tailor the amount of space given to gifting solutions accordingly
Drive self purchasing through offering exclusive products
Given that on-board shoppers are in ‘holiday mode’, create a comfortable,
relaxed shopping environment that is conducive to browsing and purchasing through, for example, showcasing products and providing opportunities for passengers to try on Fashion and Watches & Jewellery items at their leisure prior to purchase
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