Page 157 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.6 TOBACCO
CATEGORY OVERVIEW
Almost one quarter of European cruise travellers browse the Tobacco section. The Tobacco category has the highest conversion rate of all core categories, with 71% of browsers going on to make a purchase. 4 in 5 Tobacco buyers purchase from the cigarettes sub category.
Store perceptions vary between on-board and on-land stores, particularly in terms of product quality where perceptions are much weaker at on-land stores. Improve on-board perceptions by highlighting Duty Free price advantages and improve on-land perceptions by increasing quality perceptions through visual merchandising.
Leading Buyers:
Germans
Females
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +11 PRIORITY RATING: 5
Perception slightly more positive among British vs. other nationalities.
PRODUCT RANGE
SCORE: +5 PRIORITY RATING: 4
Perception more positive among shoppers under 40 vs. over 40.
PRICING
SCORE: -1 PRIORITY RATING: 3
Weaker perception among Italians vs. other nationalities.
PROMOTIONS
SCORE: -6 PRIORITY RATING: 2
Perception significantly weaker among shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -9 PRIORITY RATING: 1
Weak perception driven by shoppers over 40.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +10 PRIORITY RATING: 5
Positive perception driven by British. Shoppers under 40 and females are also very positive.
PRICING
SCORE: +5 PRIORITY RATING: 4
Positive perception driven by British shoppers.
PRODUCT QUALITY
SCORE: -3 PRIORITY RATING: 3
Weaker perception among males. British are much more positive.
DF EXCLUSIVES
SCORE: -4 PRIORITY RATING: 2
Weaker perception is driven by shoppers over 40 and males.
PROMOTIONS
SCORE: -8 PRIORITY RATING: 1
Weak perception driven by shoppers over 40.
Base: Tobacco Shoppers (173); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES