Page 63 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2.3.2 STRONG PERFORMERS: EASE OF PAYMENT
Ease of payment is perceived as the most positive aspect of the Duty / Tax free offer on-board the cruise liner. This positive perception of ease of payment on-board is not necessarily surprising considering many cruise services operate a cash free policy, where all purchases are charged to a specially designated account, paid for at the end of the trip.
EASE OF PAYMENT PRIORITY RATING: 3
On-land ease of payment is perceived slightly less positively among on-land shoppers yet maintains the position of most favourably perceived channel area. This is potentially driven by cash / card payments causing a slightly less convenient transaction compared to on- board purchases. On-land stores should look to negate this as much as possible by offering a wide selection of convenient payment means, particularly emerging payment methods, such as mobile wallets and mobile checkouts.
Furthermore, on-land stores could look to counteract potentially unfavourable exchange rates through offering ‘home currency discounts’ or providing all pricing in US Dollars.
ON-BOARD...
Over three quarters of shoppers in on-board stores gave ease of payment a rating of ‘excellent’ or ‘very good’, higher than any other aspect. Short cruise travellers (87%), males (83%) and younger travellers (82%) are especially positive about ease of payment in on-board stores.
Figure 21: Ease of Payment Perceptions: On-board
ON-LAND...
7 in 10 shoppers on-land have positive perceptions of ease of payment on-land. ‘Excellent’ and ‘very good’ ratings are more common amongst extended cruise travellers (80%), younger travellers (76%) Americans (72%).
Figure 22: Ease of Payment Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
31% 39%
27% 3%
Excellent Very Good Good Poor/Very/Extremely Poor
38% 39%
21% 2%
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