Page 186 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
9.2.3 SHAPING SHOPPER BEHAVIOUR
As with the on-board Duty & Tax Free offer, our findings identify a clear opportunity to shape the purchasing behaviour of European cruise travellers in on-land port stores in terms of driving non-regular brand purchasing and uptrading. Key areas where on-land store operators and brands should look to focus when considering strategies to shape shopper behaviour as well as better engage shoppers when shopping at on-land stores include:
 Souvenirs are by far the leading category; purchased by 33%
 67% of on-land buyers plan to visit a store prior to travel, of which
92% plan to make a purchase
 52% of main item purchases are planned; just 47% of planned
purchases are to exact product level
 Value factors are key to purchase decision making, with leading
purchase drivers including good quality (28%) and the price being
cheaper than elsewhere (26%)
 Self-purchasing is the leading main item purchase reason (75%) for
on-land buyers, however Souvenir main item purchasing is driven
more by gifting (58%)
 47% of main item self-purchases are of a non-regular brand with
good pricing being a key alternative brand driver (30%)
 The item being a good souvenir of the trip (48%) and attractive promotional activity (24%) are key factors making items suitable
for gifting
Three quarters of on- land buyers plan to visit a Duty & Tax Free store during their trip but less than half plan their main item purchase
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