Page 180 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
9.1.3 SHAPING SHOPPER BEHAVIOUR
Due to the prolonged period of time travellers are exposed to the retail offer on-board the cruise, significant potential exists to shape shopping behaviour and promote areas such as brand recognition, brand recruitment and uptrading to more expensive variants. Our research illustrates several key areas where retail operators and brands should look to focus when devising strategies to drive these behaviours going forward.
 60% of on-board buyers plan to visit a store prior to travel, of which 9 in 10 plan to make a purchase
 The Souvenir category is the leading category (purchased by 32% of on-board buyers) closely followed by Beauty (29%)
 46% of main item purchases are planned, of which just 48% know the exact product they will purchase
 Leading purchase drivers include good quality (25%), the price being cheaper than elsewhere (23%) and purchasing for a treat / reward (22%)
 Self-purchasing is the leading main item purchase reason (73%) for on-board buyers; this is the case for all individual categories with the exception of Souvenirs where 51% of main item purchases are for a gift
 53% of main item self-purchases are of a non-regular brand with good pricing being a key alternative brand driver (50%)
 There being an attractive offer (42%) and the item being a good souvenir of the cruise liner (25%) are key factors driving main item gift purchasing
The extended time period a traveller is exposed to the on-
board channel presents significant opportunity to shape shopper behaviour
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