Page 54 - North American & Caribbean Cruise Traveller

5.2.1 SPECIFIC AREAS TO ADDRESS
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Our findings illustrate that the key focus areas retailers and brands should focus on to improve overall perceptions of the Duty & Tax Free offer among North American & Caribbean cruise travellers are sampling opportunities, and product Information.
Key points of difference between on-land and on-board stores are ease of payment, which was considered much easier on-board the ship (potentially due to many cruise liners offering a cash-free environment where all purchases are paid for at the end of the trip) and staff service which, whilst positive in both locations was much less positively rated on-land.
Table 7: Positive Perceptions of Cruise Channel Aspects vs. Average
*To calculate the above scores, we compared the percentage of shoppers perceiving an area (e.g. sampling opportunities) as either very good or excellent with the combined average of excellent & very good perceptions across all areas (i.e. Sampling Opportunities, Staff Service, Ease of Payment, etc.). We did this for the on-board and on-land offers separately.
On-board
(% ‘excellent’/’very good’ vs average)
On-land Channel Area (% ‘excellent’/’very
good’ vs average)
CiR PRIORITY RATING
-14%
Sampling Opportunities
-6%
1
1 2
2 3 3
-3%
Product Information
-3%
-2%
Shopping Environment
+2%
+7%
Staff Service
-1%
+3%
Product Displays
+3%
+11%
Ease of Payment
+2%
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