Page 109 - European Cruise Traveller Duty & Tax Free Retail

In terms of purchase reasons, three quarters of those making their main item purchase on- land do so for themselves, illustrating how shoppers are prioritising purchases for personal use over those for gifting. However, as with on-board main item purchasing, the majority of on- land Souvenir main item purchases are made for others, highlighting the potential to drive overall cruise channel Souvenir purchasing through providing shoppers with a range of Souvenir based gifting solutions.
PURCHASE DRIVERS: ON-LAND DUTY & TAX FREE STORES
Base: On-land main item buyers (126)
Table 24: Reason for On-land Purchase: Proposed Actions
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.4 REASON FOR PURCHASE: ON-LAND
Proposed Actions
 Drive self-purchasing:
 Offer sampling of local produce and specialities to encourage shoppers
to treat themselves to something new and different
 Drive non-regular brand purchasing through trade-up opportunities and
keen promotional activity
 Drive gift-buying:
 Offer location based Souvenirs across various price points; offer high- quality Souvenirs to differentiate from mass produced alternatives
 Potential to encourage combined self and gift purchasing through promotional multi-buy offers to encourage ‘one for me, one for you’ purchasing; particualrly on locally produced products or variants
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