Page 67 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6 CRUISE RETAIL: USAGE, DRIVERS & BARRIERS
6.1 CHANNEL USAGE
Our research shows that the cruise Duty / Tax Free retail channel reaches the vast majority of North American & Caribbean cruise travellers. Overall, 88% visited a Duty Tax Free store either on-board the ship, on-land or both.
A higher proportion of Duty / Tax Free shoppers visit the service on-board the ship, although just over half also visit stores on-land at various stages during their trip. Key drivers of cruise channel visiting are: to browse and maybe buy something and to look for a gift.
VISIT LOCATION...
Around 8 in 10 of those who visit the cruise Duty / Tax Free retail offer do so on-board the ship, a much higher proportion than those who visit Duty / Tax Free stores on- land. These lower levels of browsing on-land are primarily due to a lack of awareness of the Duty / Tax Free offer on-land or, amongst those aware, a preference for spending time or money elsewhere.
Overall, around a third browse Duty / Tax Free stores both on-board the ship and at an on-land port, indicating a strong interest in the retail offer. To maintain the interest of shoppers to both locations and to drive greater levels of browsing amongst those who currently browse stores on-board but not on-land, it is crucial for there to be an obvious point of difference between the two offers. This differentiation should then be clearly communicated through on-board or in-port communications, as well as direct contact pre-travel.
DUTY & TAX FREE STORE VISIT LOCATION
Base: Visitors (656)
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