Page 57 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2.1.2 AREAS TO ADDRESS: PRODUCT INFORMATION
Perceptions regarding the availability of product information are relatively weak for both on-land and on-board stores, with just under two thirds of shoppers giving a rating of ‘excellent’ or ‘very good’ in either location.
Information on products is crucial in allowing shoppers to
make informed choices and feel comfortable in their
purchase decision. Through not supplying product
information, barriers to purchase could potentially be developed, particularly among shoppers looking to trade up or try something new. Furthermore, product information is key when merchandising local or lesser known brands or products.
On-board retailers should look to provide information both in store and in external areas, such as Alcohol information in bars, (e.g. provide descriptions of spirits in pouring menus), Beauty product information in spas, and information on local delicacies or Souvenirs in on-board magazines. Special events, such as Confectionery sampling evenings, Beauty makeover sessions or fashion shows could also increase product knowledge. These activities should be supported in-store through product labelling, and on-shelf information.
On-land retailers should place greater emphasis on in-store techniques, although this should be supported by advertising throughout the port supplemented by staffed product displays.
ON-BOARD...
Positivity is mainly driven by younger travellers, males and Americans, all of whom are significantly more likely to give a top two rating for product information in on-board stores.
Figure 13: Product Information Perceptions: On-board
ON-LAND...
Younger travellers have a much better perception of this area vs. those over 40. Females are significantly more likely to give an ‘excellent’ rating for product information on-land compared to males.
Figure 14: Product Information Perceptions: On-land
PRODUCT INFORMATION PRIORITY RATING: 1
Excellent Very Good Good Poor/Very/Extremely Poor
30% 35%
29% 6%
Excellent Very Good Good Poor/Very/Extremely Poor
27% 36%
31% 6%
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