Page 135 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.4.1.2 PREFER TO SPEND TIME DOING OTHER THINGS
Preferring to spend time elsewhere is another key reason for not browsing the cruise Duty / Tax Free retail offer, cited by half.
The perception that shopping is not an integral part of the cruise experience may need to be overcome in order to encourage spend amongst this subsector of travellers. Time saving shopping methods such as offering the ability to pre-order items for collection on-board or providing information about websites or mobile phone apps that can be used to browse Duty Free items whilst sunbathing or during excursions may encourage purchasing during the trip.
Providing opportunities to see or sample products available in Duty / Tax Free stores during other aspects of the cruise may also tempt a visit in-store, such as bar staff talking to passengers about cocktail ingredients or product variants, such as the difference between Johnnie Walker Black and Double Black,
Table 33: Prefer To Spend Time Doing Other Things: Proposed Actions
Proposed Actions
 Offer opportunities to browse and pre-order Duty / Tax Free items both on-board & on-land via website & mobile app to allow travellers the opportunity to browse the available offering whilst engaged in other activities
 Incorporate shopping on-board with other services, such as spas or experiences such as fashion shows and tasting evenings
 Drive interaction with the Duty / Tax Free offering using staff service in other areas, such as bars
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