Page 150 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
CONFECTIONERY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 28%
Confectionery has the highest proportion of gift buyers vs. other categories, despite almost three quarters of buyers purchasing for self- usage. Facilitate gifting through offering dedicated in-store gifting sections and specialist pack formats.
Self 72%
vs. average self: 84%, average gift / request: 16%
PURCHASE PLANNING – MAIN ITEM
Impulse 40%
Impulse main item purchasing is highest among Confectionery buyers vs all other categories. With only 40% of planned purchasers knowing the exact product they would purchase, there is also opportunity to influence purchasing decisions among planners.
Planned 60%
vs. average planned: 69%, average impulse: 31%
SELF PURCHASE DRIVERS – MAIN
Attractive promotion
Cheaperprice
Wellknownbrand
Goodquality
Looked new and different
27% vs. 23% 25% vs.21% 25% vs.25% 25% vs.34%
19% vs. 17%
The top driver of confectionery main item purchasing is attractive promotion, closely followed by price, well-known brand and quality. Competitive pricing among leading product lines and brands is therefore key to driving purchasing within the category. New / products are also a key purchase driver; support launches with promotional activity and product sampling.
ITEM
Base: Confectionery Main Item Buyers (87)
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