Page 139 - European Cruise Traveller Duty & Tax Free Retail
P. 139
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
WATCHES & JEWELLERY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 37%
3 in 5 Watches & Jewellery
main item purchases are Self made for self. However,
63% gift purchasing is significantly higher among
British shoppers (55%). vs. average self: 73%, average gift / request: 27%
PURCHASE PLANNING – MAIN ITEM
Impulse 61%
ensuring cruise passengers are aware of Duty Free Watches & Jewellery offerings prior to travel.
3 in 5 Watches & Jewellery main item purchases are made impulsively. Drive
Planned
39% planned purchasing by
vs. average planned: 48%, average impulse: 52%
MAIN ITEM PURCHASE DRIVERS
Good quality
As a treat/reward
Price was cheaper than elsewhere
It is a well-known brand
Attractive promotion
36% vs. 32% 33% vs. 20%
22% vs. 38% 22% vs. 19%
21% vs. 19%
Quality and as a treat/ reward are the leading Watches & Jewellery main item purchase drivers. Drive growth in the category by enhancing quality perceptions through visual merchandising and by ensuring Watch & Jewellery stores have facilities to try on items to encourage self-treating.
Base: Watches & Jewellery Main Item Buyers (67)
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 139
