Page 137 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.1 WATCHES & JEWELLERY
CATEGORY OVERVIEW
Watches & Jewellery is the most visited category among European cruise travellers. Almost 2 in 5 Watches & Jewellery browsers make a purchase and Women’s Jewellery is the most purchased sub category.
Quality and range perception are positive for both the on-board and on- land Duty Free Watches & Jewellery offering. However, perceptions of pricing and promotions are considerably lower, especially on-board. Enhance perceptions by highlighting Duty Free price advantages and available promotions in instore POS and in pre-travel information.
Leading Buyers:
Older
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +15
PRIORITY RATING: 5
Perception is consistently positive across Nationality, Age and Gender.
PRODUCT RANGE
SCORE: +4
PRIORITY RATING: 4
Positive perception driven by Italians.
DF EXCLUSIVES
SCORE: -1
PRIORITY RATING: 3
Perception slightly weaker among British and shoppers over 40.
PROMOTIONS
SCORE: -8
PRIORITY RATING: 2
Weaker perception among British, German, females and over 40 shoppers.
PRICING
SCORE: -10
PRIORITY RATING: 1
Weaker perception driven by Germans and shoppers over 40.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +8 PRIORITY RATING: 5
Positive perception driven by shoppers under 40.
PRODUCT QUALITY
SCORE: +2 PRIORITY RATING: 4
Perception more positive among shoppers under 40.
PROMOTIONS
SCORE: -2
PRIORITY RATING: 3
Weak perceptions among shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -3 PRIORITY RATING: 2
Weaker perception driven by shoppers over 40.
PRICING
SCORE: -5
PRIORITY RATING: 1
Weaker perception driven by shopper over 40.
Base: Watches & Jewellery Shoppers (295); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES