Page 158 - Asian Cruise Traveller Duty & Tax Free Retail

7.2 NON-DUTY / TAX FREE USER PERCEPTIONS
As is the case with on-board and on-land Duty / Tax Free offerings, the focus for growing sales in non-Duty / Tax Free convenience stores among Asian travellers is to increase propensity to purchase.
This will be driven by a shopper’s experience of the store, particularly in areas such as the attractiveness of pricing, the products available and their relevance, and the product quality.
Our research shows that the perception of on-board convenience stores is generally positive, although this is likely to be weighted due to a high incidence of purchasers who generally have a more positive outlook on store experience. Priority should therefore be placed on improving weaker positive perceptions, thus driving strong positivity within the channel.
7.2.1 NON-DUTY / TAX FREE SERVICE PERCEPTION RATINGS
Among Asian travellers visiting a convenience store on their most recent trip, the key focus areas for enhancing perceptions of the offer are product range and product relevance, Product pricing is a slightly lower priority area, with product quality being the strongest performer.
Figure 28: Positive Perceptions of On-board Convenience Store Aspects vs. Average
Channel Area
Product Range
Product Relevance
Product Pricing
Product Quality
CiR PRIORITY RATING
1
1 0% 2 +2% 3
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
Perception rating
(% ‘excellent’/’very good’ vs average)
-1% -1%
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