Page 65 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2.4 FURTHER DUTY / TAX FREE SERVICE DEVELOPMENT: ON-BOARD
In our North American & Caribbean cruise research, we also asked shoppers to identify any additional areas they would like to see further development, i.e. if there were any products or features they would have liked to have seen in store on their most recent cruise. Our research highlights three core priority areas that on-board store operators and brands should look to develop to better meet the needs of the on-board North American & Caribbean cruise shopper.
The most prominent development area, identified by more than a quarter of those identifying areas for development, is to provide an increased clothing range covering various clothing types as well as a more comprehensive selection of sizes:
“...more designer handbags and costume jewellery”
“...more men’s clothes would have been good”
“There should have been a better selection of casual clothing”
However, when assessing the comments made, an increase in clothing also appears to tie in with the second most prominent area for development, Souvenirs, with several travellers calling for more cruise line oriented clothing items:
“I would have liked there to have been more ship specific clothing”
“There should have been more ship-specific polo shirts”
Other areas for development include a greater selection of Alcohol products, and to a slightly lesser extent, more promotional activity.
LEADING AREAS FOR FURTHER DEVELOPMENT: ON-BOARD
Base: On-board Visitors Identifying Areas for Development (197)
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
65