Page 171 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
8.2.2 IMPACT OF CONVENIENCE STORES ON DUTY / TAX FREE RETAIL
Our evidence shows that using on-board convenience stores promotes openness to visiting other retail channels on-board the ship. However, with 2 in 5 claiming their visit to the convenience store had no impact on their decision to visit a Duty / Tax Free retail outlet, convenience stores could be utilised to a greater extent to drive Duty / Tax Free store traffic.
Figure 34: Impact of Convenience Store Visiting on Duty / Tax Free Store Visiting
Americans most likely to visit Duty / Tax Free stores as a result of convenience store visiting; Canadians less likely
Under 40s are more likely than over 40s to be positively influenced by convenience store visiting
Less likely 2%
No impact 39%
Much more likely 37%
Slightly more likely 22%
Operators in the two different store types should look to collaborate to drive sales in both channels, particularly where certain products or ranges cross-over, e.g. a purchase of a Confectionery brand in the convenience store provides a promotional discount on that brand’s range in the Duty / Tax Free store, and vice versa.
In addition, due to the differentiated nature of the channels, potential also exists to engage in cross-channel advertising, such as in-store signage in the Duty / Tax Free stores promoting the range of postcards in the convenience store.
Males are more likely than females to be positively influenced by convenience store visiting
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