Page 147 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
SOUVENIRS – CATEGORY BEHAVIOUR
PURCHASE PLANNING – MAIN ITEM
Planned 46%
Impulse 54%
Almost half of Souvenir main item buyers had planned their purchase. Drive planned purchasing by highlighting on-board and on-land Souvenir offering in pre-travel information and marketing.
vs. average planned: 48%, average impulse: 52%
PURCHASE REASON – MAIN ITEM
Gift / Request
53% Self 47%
Over half of Souvenir main item purchases are as a gift. Gift purchasing among Italians is significantly higher than other nationalities (70%). Drive Souvenir gift purchasing by ensuring Souvenir offering is diverse and caters for all ages, gender and budget types.
vs. average self: 73%, average gift / request: 27%
It looks new and 12% different
It is good quality 12%
MAIN ITEM PURCHASE DRIVERS
As a souvenir
As a treat/ reward
I/ recipient can't buy it where I/they live
44% vs. 6% vs. 20%
vs. 8%
vs. 12% vs. 32%
Drive Souvenir purchasing by ensuring the availability of good quality Souvenirs at a range of price points. On-board stores should ensure availability of cruise line branded items as well as location specific offerings. On-land stores should provide good quality location specific Souvenirs that reflect the heritage of port towns and cities.
15%
22%
Base: Souvenir Main Item Buyers (81)
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