Page 155 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
ALCOHOL – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 14%
Self 86%
86% of Alcohol main item purchases were for self. Facilitate gift purchasing by providing Alcohol products in gift-worthy packaging as well as a range of location specific Alcohol products such as Italian wine on cruises to Italy.
vs. average self: 73%, average gift / request: 27%
PURCHASE PLANNING – MAIN ITEM
Impulse 49%
Planned 51%
Half of Alcohol main item purchases were planned, with 57% knowing the exact product they would purchase. Ensure needs of planned purchasers are fulfilled through ensuring a wide range of brand
vs. average planned: 48%, average impulse: 52%
MAIN ITEM PURCHASE DRIVERS
Good quality
Price was cheaper than elsewhere
Attractive promotion 22%
48% vs. 32% 42% vs. 38%
Quality and price are the two leading Alcohol main item purchase drivers. Drive sales by enhancing quality and price perceptions by creating a luxurious atmosphere within the Alcohol store whilst highlighting Duty Free price advantages. Appeal to those driven by well-known or regular brands by tailoring range to leading nationalities travelling on the cruise service.
To stock up It is a well-known brand It is my/recipients usual brand
vs. 19% 20% vs. 17%
19% vs. 19% 19% vs. 19%
Base: Alcohol Main Item Buyers (59)
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