Page 81 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1 ON-BOARD PURCHASING: BEHAVIOUR & DRIVERS
Our research shows that around three quarters of North American & Caribbean cruise travellers making a purchase during their trip, do so on-board the cruise liner they are travelling on. This is the equivalent to approximately 83% of those browsing the on-board offer, illustrating a high incidence of purchasing among those engaging with the on-board channel.
However, as with all retail environments, retailers and brands have the potential to shape shopper behaviour among those cruising in the North American & Caribbean region through creating interest and driving attractiveness of product ranges through strategies such as promotional activity,
range differentiation and interactive product displays.
This is illustrated by Alcohol category purchasing on- board the leading cruise liners in this study; 45% of those making a purchase on-board a Carnival cruise liner purchase Alcohol, compared to just 32% of those purchasing on-board a Royal Caribbean cruise liner. Furthermore, Alcohol does not feature within the top 3 most purchased categories on-board Princess cruise liners within the region.
Therefore, brands and retail operators have an opportunity to drive alternative purchasing behaviour and overall sales within the channel.
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