Page 60 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2.2.2 STEADY PERFORMERS: STAFF SERVICE
Unlike the shopping environment, which received higher ratings for on-land stores, service from staff received a higher rating in on-board stores, with almost three quarters giving an ‘excellent’ or ‘very good’ rating. Although we categorise staff service as a ‘steady performer’, at on-board stores it should really be considered a strong performing area.
STAFF SERVICE PRIORITY RATING: 2
The service provided by staff in the stores is a key component of ensuring a positive shopping experience. Furthermore, staff play a crucial role in not only assisting shoppers in finding products, but also in driving up-trading and non-regular brand purchasing.
High levels of staff service are therefore important in all categories. However, retailers should prioritise the location Souvenir offering due to it being not only a leading purchase area for North American & Caribbean cruise travellers but also due to it being an area of potential confusion in terms of location relevance or produce types. Store operators should look to support customers in Souvenir purchasing with staff educated on the region, e.g. provide ‘regional experts’ able to support shoppers with their decision making. This could be extended to other categories, with ‘category experts’ such as an Alcohol category specific assistant or even more so with ‘product experts’ in high value areas, such as a ‘Cognac expert’.
ON-BOARD...
Americans and younger travellers are most satisfied with the service from staff received at on-board stores.
Figure 17: Staff Service Perceptions: On- board
ON-LAND...
Older travellers have significantly lower perceptions of staff service at on-land stores, compared to younger shoppers.
Figure 18: Staff Service Perceptions: On- land
Excellent Very Good Good Poor/Very/Extremely Poor
28% 39%
27% 6%
Excellent Very Good Good Poor/Very/Extremely Poor
33% 40%
26% 1%
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