Page 168 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
8.2 NON-DUTY / TAX FREE USER PERCEPTIONS
As with on-board and on-land Duty / Tax Free offerings, driving the propensity to purchase among those travelling on cruises within the American & Caribbean region is key to increasing sales at non-Duty / Tax Free convenience stores on-board the cruise liner. This will be largely driven by a travellers’ satisfaction level with various aspects of their shopping experience, with emphasis on areas such as the attractiveness of pricing, the range of products available and their relevance, and the quality of products.
Our findings illustrate how the overall perception of on-board convenience stores is generally positive, particularly with regard to product quality and product relevance. However, product pricing is currently perceived to be the weakest aspect of the service and should therefore be considered a priority area when assessing strategies of further improving overall service perceptions and driving increases in purchase incidence.
8.2.1 NON-DUTY / TAX FREE SERVICE PERCEPTION RATINGS
Among convenience store visitors on North American & Caribbean cruises, the key areas of focus for enhancing overall store perceptions and driving service usage are product pricing and product range. Product relevance is a lower priority area, with product quality being the strongest performer.
Figure 29: Positive Perceptions of On-board Convenience Store Aspects vs. Average
Channel Area
Product Pricing
Product Range
Product Relevance
Product Quality
Perception rating
(% ‘excellent’/’very good’ vs average)
-6%
-1%
+2%
+3%
CiR PRIORITY RATING
1
2
3
3
*To calculate the above scores, we compared the percentage of shoppers perceiving an area (e.g. sampling opportunities) as either very good or excellent with the combined average of excellent & very good perceptions across all areas (i.e. Sampling Opportunities, Staff Service, Ease of Payment, etc.).
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