Page 138 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.4.2 FUTURE BROWSING CONSIDERATION: NON-VISITORS
Over half of travellers who are aware of a Duty / Tax Free service but did not browse the offering on their last trip would be open to the idea of visiting a Duty / Tax Free store on their next trip.
Furthermore, with a similar level of future visiting likelihood existing for both on-board and on-land stores, significant potential exists to drive North American & Caribbean cruise traveller footfall within both channels.
Figure 28: Future Browsing Consideration: Aware Non-visitors
Likelihood to visit in the future similar at both on-board stores and at on- land port stores
Neither likely nor unlikely
Unlikely
47%
Likely 18%
35%
As previously illustrated, the propensity to make a purchase from a Duty / Tax Free service amongst those who browse the offer is very high among travellers within this region. Therefore, driving footfall to the offer presents a very real opportunity to increase sales and revenue generation.
Store operators and brands should therefore promote interest and excitement among travellers, providing immediate curiosity in the products on offer. This should be driven through effective pre-trip communications supported by on-board / on-land activations and promotional activity.
Younger travellers more likely to visit on their next trip
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