Page 80 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2 BUYERS
As with our other cruise Duty & Tax Free channel research, our findings regarding travellers on North American & Caribbean cruise services shows a very high rate of purchasing, i.e. those who are aware, go onto browse and ultimately make a purchase for an available service during their trip. Overall, 71% of total North American & Caribbean cruise travellers make a purchase during their trip, the equivalent to 77% of those aware of Duty / Tax Free retail and 88% of those browsing an available Duty / Tax Free offer during their trip.
The on-board channel acts as the more prominent in terms of purchasing location, with three in every four buyers purchasing from an on-board store. This being said, the on-land channel still possesses significant potential. However, with only a quarter of buyers purchasing from both the on-board and on-land channels, it is clear that the retail offer is currently not providing the necessary differentiation to drive cross-channel purchasing. Providing a differentiated and fresh product offering should therefore be considered a key priority, particularly for on-land retailers, going forward.
Figure 23: North American & Caribbean Cruise Travellers: Purchase Location
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