Page 124 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.3 VISITOR NON-BUYERS
We classify Visitor Non-Buyers in our cruise research as passengers who viewed the cruise Duty / Tax Free retail offering either on-board the ship or in on-land port stores during their last trip but did not go on to make a purchase. Despite these shoppers being open to the cruise Duty / Tax Free channel, they have not found the offering compelling enough to go on to make a purchase.
In terms of the categories Visitor Non-Buyers browse but do not purchase, Watches & Jewellery is by far the most prominent, with 62% of Visitor Non-Buyers looking at the available offer but then not going on to make a purchase.
This could be driven by several factors, such as the high-value nature of the category potentially causing some shoppers to indulge in browsing without any intention of going onto purchase, or due to concerns regarding guarantees or warranties due to future malfunction or damage.
Store operators and brands should place a greater level of focus on driving conversion within the Watches & Jewellery sector through ensuring that the product range meets the brand and price expectations of travellers on-board, whether this be in line with High-Street or Luxury product offerings, and their varying price points. Promotional activities such as gifts with purchase provide an additional purchase incentive.
Furthermore, remove potential barriers to purchase by providing a clear process regarding any future issues with the product which may occur.
In terms of other categories, potential exists to drive conversion of Souvenirs through offering location based items and gifting solutions.
CATEGORIES BROWSED BY VISITOR NON-BUYERS
Base: Visitor Non-Buyers (82)
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