Page 113 - European Cruise Traveller Duty & Tax Free Retail

6.2.2.4.2 GIFT BUYERS: ON-LAND
Our research indicates that a quarter (25%) of European cruise travellers purchasing their main item on-land do so for a gift. Gift buying is particularly prominent in the Souvenir category, where just 2 in 5 buyers purchase for themselves.
The majority of gifts purchased on-land (4 in every 5) are for family members with adult family members being the most prominent sub-sector.
Our research identifies two key product attributes that make a main item purchase from on-land stores suitable for gifting:
 Good souvenir of the trip/country
 Attractive offer
An item being a good souvenir of the country visited is a key consideration of European cruise travellers looking for a gift from an on-land store. Operators should therefore target shoppers with a good mix of location specific items across various price points to cater for various gifting occasions. Brands also have the potential to cater for those looking for location based offerings, through providing location specific packaging or location specific GWPs.
Value factors are also key to making items suitable for gift purchasing, with ‘there being a good offer’ identified by a quarter as a leading factor. Operators should therefore look to provide a range of promotional activities on items designed for gifting, with the potential to offer ‘one for me, one for you’ multi-purchase discounts promoting combined self and gift purchasing.
GIFTING SUITABILITY: ON-LAND
Base: On-land main item gift buyers (27*) *caution: low base
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
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