Page 163 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
CONFECTIONERY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Gift / Request 7%
Self 93%
Almost all of Confectionery main item purchases were made for self. Drive gift purchasing by offering Confectionery products in gift-worthy or location specific packaging.
vs. average self: 73%, average gift / request: 27%
PURCHASE PLANNING – MAIN ITEM
Impulse 48%
Planned
52% purchasing by pre-trip
vs. average planned: 48%, average impulse: 52%
Just over half of Confectionery main item purchases are planned. Encourage planned
communications. Drive impulse purchasing through location specific offerings across various price points.
MAIN ITEM PURCHASE DRIVERS
Good quality
It is a special/ exclusive product
I/ recipient cant buy it where I/ they live
It is a well-known brand
22% vs. 32% 19% vs. 5%
19% vs. 7% 19% vs. 19%
Quality is the key driver of Confectionery main item purchasing, this is followed by products being special/exclusive or not widely available. Drive sales in the category by offering a wide range of brands in special/ exclusive packaging that heightens perceptions of quality. Providing a range of location based variants is also a possible way to drive sales.
Base: Confectionery main item Buyers (27*) *Caution low base
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