Page 35 - European Cruise Traveller Duty & Tax Free Retail

3.2.2 CATEGORIES PURCHASED
Although category purchasing amongst cruise passengers travelling to / from their cruise shows a similar pattern to purchasing in the cruise channel, with Beauty, Alcohol and Tobacco featuring highly in both channels, several notable differences are clear, particularly in terms of the role of Souvenirs as a key channel offering.
The Souvenir category is key to the overall cruise Duty & Tax Free retail offering, with over a third of overall channel buyers purchasing a souvenir either on-board the cruise liner or at an on-land port store. However, the prominence of Souvenirs markedly declines when looking at purchases outside the cruise channel. This illustrates the potential to use the Souvenir offering to drive differentiation from other, non-cruise based offerings.
Beauty is the most purchased from category among those travelling internationally to or from their cruise. Although the Beauty category also features highly in the cruise channel, a much higher rate of purchasing exists outside the channel, illustrating a desire for Beauty products which is potentially not being satisfied by the cruise channel offering.
This is also the case with the Alcohol and Tobacco categories. However, this trend could be driven by many cruise operators not allowing cruise travellers to consume alcohol or tobacco purchased on-board the vessel during their cruise, leading some travellers to potentially prefer alternative channels;
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
CATEGORIES PURCHASED WHILE TRAVELLING INTERNATIONALLY TO / FROM A CRUISE
Base: Travellers purchasing while travelling (144)
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