Page 93 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.4.1.1 SELF-PURCHASING BEHAVIOUR: ON-BOARD
Potential exists to drive purchasing outside the familiar product repertoire among those purchasing for themselves on-board the ship, with over 2 in 5 purchasing an occasional or new brand.
This is particularly prominent within the Jewellery & Watches and Souvenirs categories where 3 in 5 purchases are a non-regular brand. In contrast, regular brand purchasing is most common in the Tobacco and Confectionery categories, where 4 in 5 of those purchasing for themselves buy a brand they buy regularly.
Figure 24: Purchase Behaviour: Buyers for Self-Consumption On-board
Non-regular brand purchases most common among Canadian and older buyers
Regular brand purchases most common among males
First time bought 18%
Occasional brand 26%
Regular brand 56%
Brands and retailers should look to promote non-regular brand purchasing through reassuring shoppers of product choices through methods such as product sampling, digital apps allowing shoppers to identify suitable alternatives, and staff assistance.
Non-regular brand purchases are most common among Canadian and older travellers, whilst males are more likely to purchase regular brands.
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