Page 143 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
FASHION & ACCESSORIES – MAIN ITEM BUYERS
PURCHASE PLANNING – MAIN ITEM
Impulse 78%
made impulsively, making this the most impulsive category. Drive impulsive behaviour through promotional activity and price discounts
Over three quarters of
Fashion & Accessory main 22% item purchases were
Planned
vs. average planned: 48%, average impulse: 52%
PURCHASE REASON – MAIN ITEM
Gift / Request 20%
4 in 5 Fashion and Accessory main item purchases are for self. Drive self-purchasing by providing fitting rooms and mirrors in order to try items prior to purchase.
Self 80%
vs. average self: 73%, average gift / request: 27%
MAIN ITEM PURCHASE DRIVERS
Good quality
Price was cheaper than elsewhere
For a treat/ reward
It looks new and different
Attractive promotion
32% vs. 32% 24% vs. 30%
Quality is the leading driver for Fashion and Accessory main item purchases. This is followed by price and as a treat. Incite sales by enhancing quality perceptions through visual merchandising and highlighting price advantages and savings in advertisements and POS. Potential exists to also drive multiple item purchasing through dynamic displays promoting ‘wardrobe building’.
20%
17% vs. 19%
24% vs. 20% vs. 12%
Base: Fashion & Accessories Main Item Buyers (59)
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