Page 79 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.1 CATEGORIES PURCHASED: ON-BOARD
Overall, Souvenirs is the most purchased product category on-board cruise liners in the European region; purchased by a third of those making an on-board purchase during their trip.
On-board retail operators should therefore ensure a good mix of both location and cruise liner based souvenirs is included within the on-board offering. Brands in other categories, such as Alcohol or Confectionery, should look to take advantage of the high demand for Souvenirs among European cruise travellers through offering cruise line or location oriented packaging or GWPs.
Beauty is the second most purchased category on-board the cruise liner. This illustrates the need for a wide Beauty based offering and potential for dedicated Beauty–based boutiques, such as the ‘Fragrance Hut’ or the ‘Cosmetics Emporium’.
Watches & Jewellery and Fashion & Accessories are also popular with a quarter of buyers purchasing from these categories. However, when considering the high levels of browsing the Watches & Jewellery and Fashion & Accessories categories drive, this does suggest that increases in purchase conversion could be achieved through offering a wider range of price points along with keen promotional activity supported by communications highlighting the pricing benefits of Duty & Tax Free shopping.
CATEGORIES PURCHASED: ON-BOARD
Base: On-board buyers (364)
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