Page 110 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.4.1 SELF-PURCHASING: ON-LAND
Our research shows that three quarters (75%) of main item purchases made on-land are made for self-usage.
However, as highlighted previously, gifting is likely to play a more significant role in overall purchasing than our main items findings suggest. This being said, the high incidence of self purchasing among main item purchases does illustrate how buyers are prioritising themselves when purchasing Duty & Tax Free items from on-land stores and how fulfilling the requirements of self- purchasers should therefore be prioritised by store operators and brands.
The Alcohol and Beauty categories are the leading categories driving high rates of self purchasing at on-land stores, although it must be noted that this is from a fairly low base. Younger travellers and males are also more likely to purchase for themselves, as are those travelling on cruises in the Mediterranean region.
The majority of those purchasing their main item for themselves on-land intend to use or consume the item when they return home. However, around a third (31%) have the intention to use their purchase during their trip.
This illustrates the potential to drive sales through offering dedicated ‘during your trip’ ranges in store, such as tan assisting make- up in the Beauty category at Mediterranean locations, or location specific Jewellery promoted as being ideal for on-board events, such as the Captain’s Dinner.
Purchasing for self-consumption most common among younger travellers and males buying on-land
Self-purchasing more common among those travelling in the Mediterranean region
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