Page 53 - Asian Cruise Traveller Duty & Tax Free Retail

4.2.1 SPECIFIC AREAS TO ADDRESS
Among those who browsed the retail offers on their last trip, the key focus areas for enhancing perceptions of both the on-board and on-land offer and increasing propensity to purchase are sampling opportunities, and to a lesser extent (particularly in on-land stores) Product Information.
Through prioritising these areas, store operators and brands have the opportunity to improve the overall perception of the cruise Duty / Tax Free retail channel, and potentially increasing the shoppers propensity to purchase.
Table 6: Positive Perceptions of Cruise Channel Aspects vs. Average
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
On-board
(% ‘excellent’/’very good’ vs average)
Channel Area
On-land
(% ‘excellent’/’very good’ vs average)
CiR PRIORITY RATING
-6%
Sampling Opportunities
-7%
1
2 3 3 4 4
0%
Product Information
+3%
+3%
Product Displays
+1%
+3%
Staff Service
+1%
+3%
Shopping Environment
+3%
+4%
Ease of Payment
+6%
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