Page 111 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.4.1.1 SELF-PURCHASING BEHAVIOUR: ON-LAND
Almost half (47%) of those purchasing their main item for themselves buy an occasional or new brand. This illustrates a clear potential to drive purchasing outside a shoppers familiar product repertoire, therefore providing the opportunity to drive brand uptake and recruitment, as well as sales of local, lesser known variants.
Non-regular brand purchasing is particularly prominent among German, younger and female on-land main item buyers.
Figure 26: Purchase Behaviour: Buyers for Self-Consumption On-land
More opportunity to drive non- regular brand purchasing amongst younger and female buyers
German buyers most likely to be first time brand buyers
Italians significantly more likely to purchase their regular brand
First time bought 13%
Occasional brand 34%
Regular brand 53%
Store operators and brands should look to drive non-regular brand purchasing through brand specific in-port and in-store advertising, with messages surrounding trying something new or buying an item more regularly, such as ‘When was the last time you enjoyed a Toblerone!’ for example.
This should be supported by product sampling wherever possible along with trained staff or brand ambassadors attracting shoppers to certain brands and providing information on certain variants.
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