Page 139 - Asian Cruise Traveller Duty & Tax Free Retail
P. 139
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
WATCHES & JEWELLERY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 14%
Self 86%
Over 4 in 5 Watches & Jewellery main item purchases are for self. This is especially high among females (92%); gift purchasing is above average among males (20%).
vs. average self: 84%, average gift / request: 16%
PURCHASE PLANNING – MAIN ITEM
Impulse 28%
Of the 72% planned Watches & Jewellery main item buyers, 51% knew the exact brand they would buy. However, there is an opportunity to drive impulse purchasing, especially among Chinese Mainlanders and over 40’s.
Planned 72%
vs. average planned: 69%, average impulse: 31%
PURCHASE DRIVERS – MAIN ITEM
Good quality
Well known brand
Looked new and different
Attractive promotion
As a souvenir
Remembered needed something
40% vs. 34% 26% vs. 25%
24% vs. 17% 22% vs. 23%
19% vs. 16% 19% vs. 15%
Quality is the leading driver for Watches & Jewellery main item self- purchasing, followed by well-known brands and new / different looking items. Focus on product quality within leading brands, with particular emphasis on new or exclusive products in marketing materials. Although a lower priority driver, attractive promotions also have the potential to drive sales.
Base: Watches & Jewellery Main Item Buyers (115)
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 139
