Page 166 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
8 NON DUTY / TAX FREE STORE USAGE
On-board convenience stores selling products such as newspapers and magazines, toiletries, and snacks for immediate consumption also provide cruise travellers in the North American & Caribbean the opportunity to make purchases. However, it should be noted that despite some product crossovers, particularly in terms of confectionery items and to a slightly lesser extent Beauty items, these stores offer a differentiated service from Duty & Tax Free stores.
8.1 RECALL, USAGE AND PURCHASING
Almost 3 in 5 American cruise travellers recall seeing shops selling non-Tax Free or non- Duty Free products on-board; a lower level of awareness compared to on-board Duty / Tax Free stores.
The lower awareness of these stores compared to the Duty / Tax Free outlets is potentially driven by several factors, such as the non-Duty / Tax Free stores being smaller scale and therefore less visible than the Duty / Tax Free outlets. This is particularly the case on some cruise liners where large areas are dedicated to Duty / Tax Free shopping and in some cases decorated to resemble shopping centres or high-streets.
Awareness of convenience stores could be driven by travellers identifying a need for a particular product, e.g. a newspaper or a magazine, and actively seeking out a convenience store to find this product; thus explaining the high visit and purchasing rates among those aware of the service. However, with over half of those aware of non-Tax Free stores going on to purchase, opportunity exists for cruise liners to increase revenue by driving awareness of the service.
NON-DUTY / TAX FREE STORE USAGE
Base: Total sample (812)
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