Page 145 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
6.5 ALCOHOL
CATEGORY OVERVIEW
37% of cruise Duty / Tax Free channel buyers purchase Alcohol products. The leading Alcohol sub-category purchased is Whisky, although this is closely followed by Wine / Champagne. Johnnie Walker is the most widely purchased brand.
The Alcohol category is perceived positively in both on-board and on-land stores, although operators and brands should look to build on this further by focusing on improving perceptions of product pricing and promotional activity. On-board stores should also look to incorporate more Duty Free exclusives into their product ranges with this aspect being more positively perceived on-land.
Leading Buyers:
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +6 PRIORITY RATING: 5
Perception more positive amongst males.
PRODUCT QUALITY
SCORE: 0 PRIORITY RATING: 4
Chinese Mainland shoppers more positive. Weaker perception among Taiwanese and Singaporeans.
PRICING
SCORE: -2 PRIORITY RATING: 3
Pricing is rated less positively among Taiwanese and Singaporeans vs. Chinese Mainlanders.
DF EXCLUSIVES
SCORE: -2 PRIORITY RATING: 2
Weaker perception driven by Taiwanese and Singaporeans. Chinese Mainland shoppers more positive.
PROMOTIONS
SCORE: -2 PRIORITY RATING: 1
Weaker perception driven by Singaporeans and Taiwanese. Chinese Mainland shoppers more positive.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +2
PRIORITY RATING: 5
Perception more positive among Chinese Mainlanders and Taiwanese.
DF EXCLUSIVES
SCORE: 0
PRIORITY RATING: 4
Weaker perception driven by Singaporeans. Chinese Mainlanders and females more positive.
PRODUCT QUALITY
SCORE: -1
PRIORITY RATING: 3
Weaker perception driven by Singaporean shoppers. Chinese Mainlanders much more positive.
PRICING
SCORE: -1
PRIORITY RATING: 2
Weaker perceptions among Hong Kong shoppers. Chinese Mainlanders and females much more positive.
PROMOTIONS
SCORE: -2
PRIORITY RATING: 1
Much weaker perception among Singaporeans. Chinese Mainlanders and females more positive.
Base: Alcohol Shoppers (317); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES