Page 171 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
8.2.3 SHAPING SHOPPER BEHAVIOUR
A high proportion of those visiting a store on-board the ship go on to make a purchase with several key on-land purchasing behaviour trends emerging in our research:
 Fashion & Accessories is the most purchased category (45% of on- land buyers purchase from the category). 34% of buyers purchase souvenirs despite looking for souvenirs being the most prominent visiting driver
 90% of buyers plan to visit a Duty / Tax Free store on their trip prior to travel, of which 94% plan to make a purchase; 68% plan their main item purchase
 81% of main item purchases are for self-usage, highest among Hong Kongese and those purchasing Beauty and Fashion & Accessory items
 Leading self-purchase drivers include quality (29%), well-known
brand (22%) and usual brand (22%)
 48% of self-purchases are of a non-regular brand; most common
in the Fashion & Accessories category
 Duty / Tax Free exclusives (50%), attractive packaging (39%) and
good trip souvenirs (39%) are the leading factors making items
suitable for gifting
 Better pricing (44%) is the leading driver for additional purchasing,
with 39% identifying a discount on a single item as the leading promotional mechanic
As is the case with the on-board offer, external factors such as product ranges, promotional activity and pricing attractiveness have the potential to affect the way in which the Asian traveller shops. However, driving immediate purchase intention and attracting customers to the offer must be deemed of greater priority due to the traveller being under a much greater degree of time pressure compared to when shopping in on-board stores.
This should be reflected through increased, targeted promotional displays, digital activations and in-store & wider terminal signage to immediately attract travellers to the Duty / Tax Free offer.
Fashion & Accessories is the most purchased category on-land
Focus should be placed on driving immediate purchase intention
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