Page 159 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
TOBACCO – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 25%
Three quarters of Tobacco main item purchases are for self. Drive Tobacco purchases by offering various pack sizes and multi- buy promotions.
Self 75%
vs. average self: 73%, average gift / request: 27%
PURCHASE PLANNING – MAIN ITEM
Impulse 16%
Planned 84%
Tobacco Main item buyers have the highest level of planning compared with all other categories. 69% knew the exact product they would purchase. Ensure leading brands are available to cater for planned purchasers.
vs. average planned: 48%, average impulse: 52%
MAIN ITEM PURCHASE DRIVERS
It is my/recipients usual brand
Price was cheaper than elsewhere
To stock up 23%
40% 37%
vs. 19%
vs. 38%
vs. 17% vs. 19%
vs. 32%
Usual brand and price are the leading Tobacco main purchase drivers. Drive sales in the category by ensuring availability of a wide range of well-known brands and highlight the Duty Free price advantages.
Attractive promotion
22% Good quality 18%
Base: Tobacco Main Item Buyers (73)
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