Page 165 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.8 ELECTRONICS & TRAVEL ACCESSORIES
CATEGORY OVERVIEW
1 in 5 European cruise travellers browse the Electronics & Travel Accessories category; this is the category with the lowest level of visiting and purchasing. The most purchased sub-category is cameras/ camera accessories, closely followed by children’s toys and gadgets.
Whilst on-board perceptions of quality and range are positive, on-land perceptions are considerably weaker; especially with regards to product range. Improve on-land perceptions by ensuring the Electronics & Travel Accessories category offers products at various price-points with various plug types / chargers available in order to accommodate all nationalities.
Leading Buyers:
Italians
Younger
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +14 PRIORITY RATING: 5
Positive perception driven by Italians.
PRODUCT RANGE
SCORE: +3 PRIORITY RATING: 4
Perception more positive among Italians vs. other nationalities and among shoppers under 40 vs. over 40.
DF EXCLUSIVES
SCORE: -5 PRIORITY RATING: 3
Weaker perception among British, Germans and shoppers over 40.
PROMOTIONS
SCORE: -6 PRIORITY RATING: 2
Weaker perception driven by British and shoppers over 40.
PRICING
SCORE: -7 PRIORITY RATING: 1
Weak perception among shoppers over 40 vs. under 40 and British and Germans vs. Italians.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT QUALITY
SCORE: +5
PRIORITY RATING: 5
Positive perception driven by shoppers under 40.*
DF EXCLUSIVES
SCORE: +1
PRIORITY RATING: 4
Perception much more positive among shoppers under 40 vs. over 40.*
PRICING
SCORE: -1
PRIORITY RATING: 3
Perception much weaker among shoppers over 40 vs. under 40.*
PRODUCT RANGE
SCORE: -1
PRIORITY RATING: 2
Negative perception driven by shoppers over 40.*
PROMOTIONS
SCORE: -4
PRIORITY RATING: 1
Negative perception driven by shoppers over 40.*
Base: Electronics & Travel Accessories Shoppers (149); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority * Caution low base
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ON-LAND STORES ON-BOARD STORES