Page 149 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.4 BEAUTY
CATEGORY OVERVIEW
Over a third of cruise travellers in the European region browse the Beauty category, with almost half (49%) of browsers going on to make a purchase. Two thirds of Beauty buyers purchase from the women’s fragrance sub- category.
Category perceptions of product quality and product range are the most positive, although weaker perceptions of pricing, promotions and Duty Free exclusives are apparent. Enhance perceptions by highlighting available Duty Free exclusives, promotions and the price advantage of purchasing in cruise channel specific Duty Free stores.
Leading Buyers:
Females
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +15 PRIORITY RATING: 5
Positive perception driven by Italians and shoppers under 40.
PRODUCT RANGE
SCORE: +8 PRIORITY RATING: 4
Positive perception among Italians vs. other nationalities, shoppers under 40 vs. over 40 and males vs. females.
DF EXCLUSIVES
SCORE: -5 PRIORITY RATING: 3
Weaker perception among British vs. other nationalities and shoppers over 40
PRICING
SCORE: -8 PRIORITY RATING: 2
Weak perception among shoppers over 40 and females.
PROMOTIONS
SCORE: -10 PRIORITY RATING: 1
Weak perception driven by British, shoppers over 40 and females.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +6 PRIORITY RATING: 5
Perception slightly more positive among males vs. females.
PRODUCT QUALITY
SCORE: +2 PRIORITY RATING: 4
Perception more positive among Germans vs. British.
PRICING
SCORE: -1 PRIORITY RATING: 3
Weaker perception among shoppers over 40 vs. under 40.
PROMOTIONS
SCORE: -3 PRIORITY RATING: 3
Weak perception among shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -4 PRIORITY RATING: 3
Perception weaker among females vs. males.
Base: Beauty Shoppers (260); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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