Page 151 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
BEAUTY – MAIN ITEM BUYERS
PURCHASE PLANNING – MAIN ITEM
Impulse 62%
Planned 38%
Less than 2 in 5 Beauty main item purchases were planned. Cater for impulse shoppers through offering products across a range of price points and through various promotional activities.
vs. average planned: 48%, average impulse: 52%
PURCHASE REASON – MAIN ITEM
Gift / Request 17%
Self 83%
83% of Beauty main item purchases are for self with this rising to 93% for females. Drive self- purchasing by providing on-shelf product testers and promoting ‘look building’ via in-store signage and product placement.
vs. average self: 73%, average gift / request: 27%
MAIN ITEM PURCHASE DRIVERS
For a treat/ reward
It is my/recipients usual brand
Good quality
It is a well-known brand
To stock up Attractive promotion
22%
22% 21%
19% 16%
12%
vs. 20% vs. 19%
vs. 32% vs. 19%
vs. 17% vs. 19%
Treating and purchasing a usual brand are the leading purchase drivers among Beauty main item buyers. Facilitate growth in the category by ensuring availability of brands that are well known and popular among the traveller demographic. Also, promote treating through indulgent in-store activities such as consultations or make-overs.
Base: Beauty Main Item Buyers (58)
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