Page 169 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
8.2.1.1 HIGHER PRIORITY AREAS
Product pricing and the range of products available in on-board convenience stores are perceived less positively among those cruising in the North American & Caribbean region and should therefore be considered higher priority areas to address going forward.
Product Pricing...
Overall, a fifth of North American & Caribbean cruise travellers rated the pricing of products in convenience stores as poor, with over 40s more likely than younger travellers to give a poor rating.
Previously we have found that convenience stores are often perceived by cruise travellers to sell products at a higher price than destination/domestic convenience stores and the negative perception of pricing among American & Caribbean cruise travellers supports this existing trend.
Operators should look to improve this perception through ensuring prices are similar to domestic prices at the cruise service’s country of origin. This should be supported by promotional activity, specialist discounts (potentially on a location basis), and product ranges covering a range of price points to cater for various shopper types.
Figure 30: Convenience Store Perceptions: Product Pricing
Product Range...
Although the available product range does carry slightly weaker than average perceptions among North American & Caribbean cruise travellers, almost a quarter of those visiting a store rate the product range as ‘Excellent’, illustrating how some traveller needs are being fulfilled.
However, it is clear that a wide product range is required, as illustrated by the various product categories purchased.
Therefore, a wide range of product categories and product variants should be stocked, with stores being positioned as locations where travellers can purchase their daily necessities. However, where space restrictions make wide product ranges unfeasible, operators should focus on well-known brands and mid-priced product ranges to drive product recognition and ensure that shoppers feel comfortable in their purchasing decision.
Figure 31: Convenience Store Perceptions: Product Range
Excellent Very Good Good Poor/Very/Extremely Poor
21%
30%
30% 19%
Excellent Very Good Good Poor/Very/Extremely Poor
23%
33%
33% 11%
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