Page 160 - Asian Cruise Traveller Duty & Tax Free Retail

Product pricing and product quality are areas of the on-board convenience offer that are perceived slightly more positively among Asian travellers and should therefore be considered lower priority areas. This being said, potential does exist to improve the overall perceptions of these two aspects.
Product Pricing... Product Quality...
From previous research we have found that Product quality is the most positively convenience stores are perceived by perceived aspect of the on-board non-Duty passengers to often sell products at a higher / Tax Free retail offering.
price compared to destination/domestic
convenience stores. Therefore, it is important for operators to ensure that premium pricing on the ship is not having a detrimental effect on sales volume and repeat purchasing within some product ranges. This could also drive negative price perceptions generally to retail onboard ship.
Operators should therefore consider
bringing key product ranges more in line with domestic prices. Promotional offers should also be considered, such as specialist location discounts, e.g. discounts on Taiwanese based products when in Taiwanese waters.
This area is more positively perceived by Chinese Mainlanders.
Figure 31: Convenience Store Perceptions: Product Pricing
However, with a third of convenience store shoppers having a fairly weak positive perception of the area, and 6% perceiving the area negatively, it is clear that potential exists to drive further improvements.
A wider range of products and the opportunity to choose between different quality levels within these areas would assist in improving this perception.
In addition, where available space is limited, competitively priced, mid-range products should be prioritised to improve overall quality perceptions.
Positive perceptions are more prominent among Chinese Mainlanders and Taiwanese travellers.
Figure 32: Convenience Store Perceptions: Product Quality
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
7.2.1.2 LOWER PRIORITY AREAS
Excellent Very Good Good Poor/Very/Extremely Poor
26% 34%
30% 10%
Excellent Very Good Good Poor/Very/Extremely Poor
24%
37%
33% 6%
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