Page 173 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
9.1 ON-BOARD DUTY & TAX FREE RETAIL
9.1.1 INCREASING FOOTFALL
Driving increased levels of footfall to the on-board Duty & Tax Free offer should be considered a key priority going forward. This should be driven by firstly increasing awareness of the range available, before driving greater interest in the retail offer.
Our findings illustrate how on-board visiting levels are already fairly high, with two-thirds of those travelling on a cruise within the North American & Caribbean region visiting an on-board Duty & Tax Free store on-board the cruise liner at some point during their trip. However, this also shows that the offer is not reaching a third of travellers.
The importance and future potential of increasing footfall is also clear when assessing the awareness, visiting and purchase incidence levels we present in Section 4, with 85% of those aware of an on-board service going on to visit, and 84% of those browsing the offer going on to purchase.
 75% of North American & Caribbean cruise travellers are aware of on-board Duty / Tax Free services; slightly higher awareness among Canadians (78%) and significantly higher among older travellers (84%)
 Of those aware of an on-board Duty / Tax Free service, 85% go on to visit; higher among younger travellers (90%)
 Of those visiting an on-board Duty / Tax Free service, 84% go on to make a purchase; highest among younger travellers (92%) and males (86%)
 Of those aware of a Duty / Tax Free service during their trip but not browsing, more than half (53%) will consider browsing on their next trip; highest among younger travellers
 Leading on-board visiting drivers include browsing and maybe buying something (48%), to look for, or to buy a gift (40%), to take advantage of good prices (40%), and to pass the time (38%)
The on-board service is currently only reaching two-thirds of North American & Caribbean cruise travellers
Operators and brands should look to drive increases in footfall through increasing awareness and interest in the available offer
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