Page 140 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
6.3 SOUVENIRS
CATEGORY OVERVIEW
37% of those purchasing from the Cruise Duty / Tax Free offering purchase a Souvenir. However, no shoppers in our survey highlighted their Souvenir as their main item, illustrating its position as a lower priority purchase. This being said, shopper’s highlighted a greater availability of local produce and souvenirs as a key area they would like to see expanded going forward. In addition, both location and cruise liner souvenir purchasing is apparent, illustrating a role for both sub- categories going forward.
Perceived slightly more positively at on-land stores compared to those on-board the ship, pricing and promotional activity are key areas that store operators and brands should focus on when looking to improve category perceptions.
Leading Buyers:
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +3 PRIORITY RATING: 5
Positive perceptions more prominent among Chinese Mainland shoppers.
PRODUCT QUALITY
SCORE: +2 PRIORITY RATING: 4
More positive perception among Chinese Mainland shoppers and under 40s.
DF EXCLUSIVES
SCORE: 0 PRIORITY RATING: 3
Chinese Mainlanders much more positive than Singaporean and Hong Kongese shoppers.
PROMOTIONS
SCORE: -2 PRIORITY RATING: 2
Perception weaker among over 40’s and shoppers from Hong Kong and Singapore.
PRICING
SCORE: -3 PRIORITY RATING: 1
Weaker perception driven by Singaporeans. Chinese Mainlanders much more positive.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +3 PRIORITY RATING: 5
Positive perception driven by shoppers over 40. Chinese Mainland and Taiwanese also more positive.
PRODUCT QUALITY
SCORE: 0 PRIORITY RATING: 3
Perception most positive among Chinese Mainlanders. Shoppers under 40 also more positive
PRICING
SCORE: 0 PRIORITY RATING: 3
Positive perception driven by Chinese Mainlanders. Shoppers over 40 also more positive
DF EXCLUSIVES
SCORE: -2 PRIORITY RATING: 1
Weak perception among all nationalities except Chinese Mainland.
PROMOTIONS
SCORE: -2 PRIORITY RATING: 1
Weaker perception among females. Chinese Mainlanders most positive.
Base: Souvenir Shoppers (347); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES