Page 66 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2.5 FURTHER DUTY / TAX FREE SERVICE DEVELOPMENT: ON-LAND
As was the case with on-board stores, we asked North American & Caribbean cruise travellers shopping at on-land stores where they would have liked to have seen improvements made. This has identified a similar trend between the two channels with similar factors being highlighted in both locations. This being said, rather than Alcohol items being identified as a top three development area, value factors became more prominent.
17% of on-land shoppers identified clothing as the area where future development strategies should be focused. This is particularly the case with high-end fashion offerings, yet issues regarding product quality were also highlighted:
“A better selection of hats and leather jackets”
“The quality of the products sold on land is very poor. I would like to see better quality of clothing”
“A better selection of high quality fashion”
In terms of the Souvenir offering, key aspects for on-land retailers to focus future development strategies on include location based offerings as well as product quality:
“Unique exclusive souvenir items that reflects the heritage of the area”
“Better quality souvenirs”
“...more souvenirs that I can buy for family and friends from that specific island”
In addition, value aspects were also highlighted among leading areas for consideration, with shoppers specifically identifying Watches & Jewellery and Souvenirs as key areas of focus.
LEADING AREAS FOR FURTHER DEVELOPMENT: ON-LAND
Base: On-land Visitors Identifying Areas for Development (120)
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