Page 52 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2 USER PERCEPTIONS
Having been made aware and taken the active decision to visit a Duty & Tax Free store, it is imperative for the shopper to perceive their overall shopping experience positively to maximise propensity and drive sales. Therefore, as is the case for all cruise channel retailers, regardless of location or region, improving perceptions of the channel is key to increasing sales going forward.
Our research shows that perceptions of the cruise Duty / Tax Free retail channel is very positive among North American & Caribbean cruise travellers, however this could be driven by the high incidence of purchasing among browsers of the available offering. It should be noted that in previous research (including our research into the Asian cruise traveller) we have found buyers to have a more positive outlook on service attributes compared to other shopper types, i.e. those browsing an available offer but not going onto purchase.
Our research identifies key areas of the current service where store operators should focus on going forward in an effort to increase shopper satisfaction in the cruise channel among those travelling within the North American & Caribbean region. However, whilst areas of priority are fairly similar for both the on-board and on-land channels, variances are apparent, with one channel being perceived more positively than the other in terms of certain service attributes.
Although generally positive, potential exists to improve overall cruise channel perceptions among North American & Caribbean cruise travellers
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