Page 145 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.3 SOUVENIRS
CATEGORY OVERVIEW
The Souvenir category has the highest level of Duty Free purchasing among European cruise travellers, with 1 in 5 travellers purchasing from the category. Souvenir purchasing is especially high among Germans and Italians.
Despite strong perceptions of quality and range for both on-board and on-land stores, perceptions weaken for Duty Free exclusives, promotions and pricing. Enhance perception by ensuring the availability of exclusive ship or port Souvenirs and by highlighting Duty Free price advantages and promotions in marketing messages and POS.
Leading Buyers:
Italians
Germans
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +9 PRIORITY RATING: 5
Positive perception driven by Italians and shoppers under 40.
PRODUCT RANGE
SCORE: +6 PRIORITY RATING: 4
Positive perception driven by Italians and shoppers under 40.
DF EXCLUSIVES
SCORE: -4 PRIORITY RATING: 3
Weaker perception among British and shoppers over 40.
PROMOTIONS
SCORE: -6 PRIORITY RATING: 2
Weaker perception driven by British and shoppers over 40.
PRICING
SCORE: -6 PRIORITY RATING: 1
Perception weakest among British and shoppers over 40.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +11 PRIORITY RATING: 5
Positive perception driven by British and Italians.
PRODUCT QUALITY
SCORE: +1 PRIORITY RATING: 4
Perception slightly more positive among Italians and shoppers under 40.
DF EXCLUSIVES
SCORE: -3 PRIORITY RATING: 3
Weak perception
driven by females and shoppers over 40.
PROMOTIONS
SCORE: -4 PRIORITY RATING: 2
Weak perception driven by Germans and females.
PRICING
SCORE: -5 PRIORITY RATING: 1
Weaker perception among Germans and shoppers over 40.
Base: Souvenir Shoppers (281); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES