Page 51 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.1.2 PURCHASE LIKELIHOOD: TRAVELLERS UNAWARE OF SERVICE
Among those not visiting the cruise channel Duty / Tax Free retail offer on their last trip due to a lack of awareness, 2 in 5 would have been likely to consider making a purchase had they been aware, while only a quarter say they would have been unlikely to consider making a purchase from the service.
Figure 8: Non-Awareness: Future Purchase Likelihood
This illustrates an openness to the cruise Duty / Tax Free retail channel among North American & Caribbean cruise travellers, and clear potential to drive increased future purchasing levels through driving awareness.
Therefore, raising awareness and increasing exposure of both the on-board and on-land Duty & Tax Free offering offers a key opportunity for all channel stakeholders going forward. This is particularly the case if differentiated product offerings are made available to entice shoppers with fresh shopping experiences on each occasion.
Extended cruise travellers unaware of the channel on their most recent trip are the most likely to purchase in the future. Americans and younger travellers also show a greater propensity to purchase if made aware of the available offers.
Americans more likely to purchase if made aware of Duty & Tax Free offering
Yes Maybe No
42% 32%
26%
Younger travellers more likely to purchase than older travellers
Travellers on extended cruises much more likely to purchase in future if made aware of service
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
51