Page 31 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
2.3.1.1 PRODUCT RANGE DEVELOPMENT
North American & Caribbean cruise travellers visiting Duty / Tax Free stores on-board are broadly positive about the current product range, with more than half in most categories being happy with the current product offering. However, besides Confectionery & Tobacco, at least a quarter of travellers would welcome a greater choice in all categories. Younger travellers in particular are significantly more likely to want a wider product selection across all categories.
Figure 6: On-board Product Range Perceptions: Product Range Expansion
Souvenirs Jewellery & Watches Fashion & Accessories Alcohol Travel Accessories & Electronics Beauty Confectionery Tobacco
8% 13% 11%
14% 10%
14% 10%
32% 29%
28% 28% 27%
25%
23% 18%
Expanded Reduced
32%
Souvenirs is the category where cruise travellers would most like to see an expansion to the current product range. Emphasis should be placed on both a cruise line and location basis to provide a wide range of trip mementos.
It should also be considered that souvenirs of a cruise can be offered across a range of other product categories through the use of location relevance. For example, drive Souvenir purchasing in the Alcohol category through tequila and rum souvenir based product lines, in the Watches & Jewellery category through ranges based around locally sourced coral or silver, and the Beauty category through offering cosmetics produced using extracts from native Caribbean fruits and flowers.
Two thirds of cruise travellers feel that the Confectionery product offering should stay the same as it is now, potentially driven by a high proportion of cruise liners offering complimentary snacks and therefore reducing the appeal of Confectionery product offerings. Despite some cruise lines offering dedicated Confectionery outlets, such as the ‘Cherry on Top’ candy store on the Carnival Breeze liner, some cruise liners offer relatively limited Confectionery product ranges, presenting opportunity to expand with local brands and product types.
Tobacco is the category of least appeal with approximately a third of Duty & Tax Free shoppers on-board the cruise liner preferring a reduced product range.
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