Page 89 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.4.1 SELF-PURCHASING: ON-BOARD
Our findings show that around 7 in 10 of those purchasing their main item on-board the cruise liner do so for themselves, with the majority (64%) having the intention to use / consume the product when they arrive back home.
With the prominence of self-purchasing in the majority of Duty & Tax Free categories, emphasis should be placed on driving self- purchasing behaviour throughout the overall retail offer, although this should be emphasised in the categories driving the highest levels of self-purchasing, i.e. Alcohol, Tobacco, Beauty and Fashion & Accessories.
Drive this through developing advertising and communications aimed at promoting purchasing for self-consumption and support this with indulgent on-board experiences, such as branded or sub-category specific in- store or bar based alcoholic beverage sampling evenings.
Purchasing for self-usage could also be driven through store merchandising and layout, for example promoting ‘wardrobe building’ in Fashion outlets using dynamic displays allowing shoppers to picture themselves in outfits.
A similar strategy could be adopted in the Beauty category through merchandising make-up colours and tones together into ‘looks’, for example a ‘natural look’ incorporating earthy eye-shadow shades, peach blushers, and nude lipstick, or the ‘New York’ look with more vibrant shades.
Purchasing for self more common amongst German shoppers
Self-purchasing most prominent among younger and female shoppers
Self-purchasing most common in the Alcohol and Tobacco categories; lowest in Souvenirs
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