Page 153 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.5 ALCOHOL
CATEGORY OVERVIEW
Over 30% of travellers in the European region browse the Alcohol category and over half (54%) of Alcohol browsers make a purchase. Over 2 in 5 Alcohol purchases are from the Whisky category, making it the most popular sub category.
Perceptions of quality and range are positive for both on-board and on-land Alcohol offerings. However, perceptions of pricing, Duty Free exclusives and promotions are much weaker. Elevate perceptions by highlighting promotions and exclusives in pre-travel marketing and instore merchandising and highlight cost savings of Duty Free vs. domestic prices or other Travel Retail channels.
Leading Buyers:
British
Males
Older
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +14
PRIORITY RATING: 5
Positive perception driven by shoppers under 40.
PRODUCT RANGE
SCORE: +4
PRIORITY RATING: 4
Perception most positive among shoppers under 40 and those travelling on a medium length cruise.
PRICING
SCORE: -4
PRIORITY RATING: 3
Perception is weaker among shoppers over 40.
DF EXCLUSIVES
SCORE: -6
PRIORITY RATING: 2
Weaker perception among shoppers British and shoppers over 40.
PROMOTIONS
SCORE: -8
PRIORITY RATING: 1
Weak perception driven by shoppers over 40.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +11
PRIORITY RATING: 5
Perception slightly more positive among Males vs. females.
PRODUCT QUALITY
SCORE: +5
PRIORITY RATING: 4
Perception slightly more positive among Males vs. females.
PRICING
SCORE: -2
PRIORITY RATING: 3
Weaker perception among Germans vs. British and females vs. males.
DF EXCLUSIVES
SCORE: -7
PRIORITY RATING: 2
Weaker perceptions among females and shoppers over 40.
PROMOTIONS
SCORE: -7 PRIORITY RATING: 1 Weak perception
driven by Germans.
Base: Alcohol Shoppers (230); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES