Page 166 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
8.1.3 SHAPING SHOPPER BEHAVIOUR
As illustrated in the previous section, our research shows how a high proportion of those visiting a store on-board the ship go on to make a purchase. This report identifies several key findings regarding the Asian cruise travellers’ on-board purchase behaviour:
 89% of buyers plan to visit a store prior to travel, of which 96% plan to make a purchase
 Fashion & Accessories is the leading category (purchased by 42% of buyers) followed by Confectionery (40%) and Souvenirs (39%)
 69% of main item purchases are planned, of which just 57% are planned to the exact product level
 Self-purchasing is the leading main item purchase reason (86%); highest among Hong Kong buyers, females and in Alcohol and Beauty categories
 Leading self purchase drivers include good quality (36%), well- known brand (27%) and attractive promotions (25%)
 40% of main item self-purchases are of a non-regular brand
 Product exclusivity (41%), attractive offers (34%) and good cruise liner souvenirs (34%) are key factors making items suitable for
gifting; family members are the leading gift recipients (57%)
 Better pricing (47%) and promotions (37%) are leading drivers to increase purchasing, a discount on a single item is the most
favoured promotional mechanic (41%)
However, when considering an Asian cruise traveller’s purchase behaviour, external factors such as product ranges, promotional activity and pricing attractiveness have the potential to affect the way in which a traveller shops.
This presents a clear opportunity for brands and on-board operators to shape the on-board purchasing behaviour of the Asian cruise traveller to promote alternative brand purchasing and up-trading within product ranges.
Fashion & Accessories is the leading category purchased from the on-board Duty / Tax Free service
External factors have the potential to impact the shopping behaviour of the Asian traveller
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