Page 90 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.4.1.1 SELF-PURCHASING BEHAVIOUR: ON-BOARD
The on-board cruise channel presents a key opportunity for brand recruitment and driving purchasing outside the European cruise travellers familiar product repertoire. This is illustrated by more than half of on- board main item purchases made for themselves being of a non-regular brand.
Figure 24: Purchase Behaviour: Buyers for Self-Consumption On-board
This is a particularly prominent trend within the Souvenirs (78% purchase a non-regular brand) and the Jewellery & Watches (71% purchase a non-regular brand) categories, but also a key trend among purchases from the Alcohol and Fashion & Accessories categories. In contrast, regular brand purchasing is most prominent in the Tobacco category, where 75% of those purchasing for themselves buy a brand they buy regularly.
Brands should look to support this purchasing behaviour through communications and brand awareness strategies; drive this through brand specific articles in on-board magazines, brand specific promotional activity, and in-store activations.
Regular brand purchases most common among Italian, younger and male buyers
Non-regular brand purchases most common among German, older and female buyers
First time bought 19%
Occasional brand 34%
Regular brand 47%
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