Page 161 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
7.2.2 IMPACT OF CONVENIENCE STORES ON DUTY / TAX FREE RETAIL
In addition to relatively positive perceptions surrounding non-Duty / Tax Free convenience stores when considered in isolation, our evidence shows that using these stores promotes openness to other retail channels on-board the ship.
Of those visiting a convenience store on- board the ship, 45% were much more likely to visit outlets selling Duty / Tax Free items on-board the ship. An additional 38% found their experience of the convenience store made a visit to the Duty / Tax Free outlet slightly more likely.
Figure 33: Impact of Convenience Store Visiting on Duty / Tax Free Store Visiting
Chinese Mainlanders most likely to visit Duty / Tax Free stores as a result of convenience store visiting; Taiwanese less likely
No impact 15%
Less likely 2%
Slightly more likely 38%
Much more likely 45%
Operators should look to work in unison to drive sales within both channels on cross- over products ranges, e.g. a purchase of a confectionery brand in the convenience store provides a promotional discount on that brand’s range in the Duty / Tax Free store.
In areas where the two channels do not compete, cross-channel advertising, such as in-store signage promoting the other channel should also be considered.
Those travelling on longer cruises more likely to visit Duty / Tax Free stores due to browsing non-Duty / Tax Free offering
Older shoppers and females more likely to be positively influenced by convenience store visiting
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