Page 55 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2.1.1 AREAS TO ADDRESS: SAMPLING OPPORTUNITIES
Perceptions of sampling opportunities as part of the cruise retail offer are relatively weak both in on-board and on-land stores.
In previous research, we have often found that Asian nationalities respond positively to sampling, perceiving it to be a very generous practice. Therefore, through increasing sampling, there is the opportunity to increase the propensity to purchase.
SAMPLING OPPORTUNITIES PRIORITY RATING: 1
There is also the potential to drive increases in overall footfall to Duty / Tax Free stores, both on-land and on-board. For example, on-board brand ambassadors or trained staff members could be used to offer samples of new products, key product lines, or Duty Free exclusives throughout the vessel; effectively taking the sample to the customer. In the Alcohol category, there is also potential to use on-trade events to drive Duty / Tax Free sales, such as through premium brand tasting evenings or through barmen; Bacardi and Diageo are key examples of this through their separate cruise bartender competitions.
On-land, stores could target travellers in a similar way by offering free samples when travellers are disembarking the vessel at scheduled port calls or the final destination.
ON-BOARD...
Sampling opportunities are one of the most negatively perceived areas of the on-board offer with this being particularly the case among Taiwanese travellers (22%) and those travelling on short cruises (17%).
Figure 10: Sampling Opportunities Perceptions: On-board
ON-LAND...
Positive perceptions are much stronger among Chinese Mainlanders, with 68% perceiving the area to be either ‘excellent’ or ‘very good’, compared to Hong Kongers and Singaporeans who are the least positive (both 48% ‘excellent’ / ‘very good’).
Figure 11: Sampling Opportunities Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
19%
40%
32% 9%
Excellent Very Good Good Poor/Very/Extremely Poor
20%
38%
32% 10%
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