Page 179 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
9.2 ON-LAND DUTY & TAX FREE RETAIL
9.2.1 INCREASING FOOTFALL
As with the on-board channel, driving increased levels of footfall to on-land Duty & Tax Free through increased levels of awareness and increasing channel appeal should be considered a leading priority.
With only around 6 in 10 shoppers being aware of an on-land Duty & tax free service on their most recent trip, increasing service awareness is a key area where improvement could be potentially driven. However, it is also clear that with just 72% of those aware of the on- land offering going on to browse the available offering (compared to 85% on-board), retailers must look to drive interest in the available offer to promote excitement and increase visiting likelihood.
 59% of North American & Caribbean cruise travellers are aware of on-land Duty / Tax Free services; higher awareness among males (61%), and significantly higher awareness among Americans (61%) and younger travellers (67%)
 Of those aware of an on-land Duty / Tax Free service, 72% go on to visit; higher among younger travellers (75%)
 Of those visiting an on-board Duty / Tax Free service, 84% go on to make a purchase; highest among younger travellers (95%) and males (89%)
 Of those aware of a Duty / Tax Free service during their trip but not browsing, 53% will consider browsing on their next trip
 Leading on-land visit drivers include to look for or to buy a gift (47%), to browse and maybe buy something (44%), to look for souvenirs or local produce (41%), and to take advantage of good prices (41%)
Recommendations for Increasing Footfall On-land:
 Raise awareness of available on-land Duty & Tax Free services:
 On-land stores to advertise on well-known travel website and offer opt-in email updates on Duty / Tax Free offer, along with other location based information. Adverts and
To look for or to buy a gift are the main drivers for browsing on-land Duty & tax free
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