Page 102 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2 ON-LAND PURCHASING: BEHAVIOUR & DRIVERS
Our research shows that approximately 48% of North American & Caribbean cruise travellers make a purchase from an on-land Duty / Tax Free store during their trip. Similar to the on- board offer, external factors such as product ranges, promotional activity and pricing attractiveness have the potential to affect the way in which the American traveller shops.
This is particularly pertinent in the Beauty category which, although the most purchased Duty / Tax Free category among American travellers (Source: CIR State of the Nation 2015), features as one of the lowest purchased categories at on-land port stores in the North American & Caribbean region. Our research illustrates a desire for the Beauty category to be expanded in terms of both sub-categories and brands available; this should be considered a key priority in terms of tailoring the product offering to customer needs and therefore maximizing sales going forward.
As is the case with port stores in all global regions, shoppers are under a much greater degree of time pressure compared to when shopping in on-board stores due to limited time availability and the potential that other activities are prioritised over the retail offering.
It is therefore imperative that advertising and promotional activity, focusing on differentiated product offerings immediately attract the traveller.
“Port stores must immediately capture the traveller’s attention with differentiated product offerings”
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
102