Page 56 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2.1.2 AREAS TO ADDRESS: PRODUCT INFORMATION
Perceptions regarding product information are less positive in on-board than in on-land stores; at on-land stores, this particular area should be deemed of lower priority. However, on-board a lack of product information could be acting as a barrier to purchase among certain product lines.
Although many of the cruise liners operating in the Asian
region are of a vast size, they incorporate many different
services. Therefore, retail space is likely to be partially limited reducing available space for information to be displayed; potentially explaining the difference in perception vs. on-land where space is more freely available. Therefore, on-board operators should look to utilise different areas of the ship to provide information, e.g. Alcohol brand information in bars, Beauty brand information in spas, and Souvenirs information in excursion tour operator areas.
Brands should look to increase available information through on-product labelling, and on- shelf information leaflets / call outs and specialist events. For example, bottle-neck sleeves in the Alcohol category, on-shelf product leaflets in the Beauty and Confectionery categories, and one-off Jewellery seminars providing information on different gems and diamonds.
Information should be designed to differentiate the brand and product lines from competitor products, focusing on areas such as product quality and brand heritage. New and exclusive products and those with more limited exposure in the Asian region should be prioritised.
ON-BOARD...
Positivity is highly driven by Chinese Mainland shoppers (79%). Among Hong Kong shoppers, just 41% have a strong positive perception of this area.
Figure 12: Product Information Perceptions: On-board
ON-LAND...
Hong Kong and Singaporeans have a much better perception of this area on-land vs. on-board, potentially due to recent port investment in these two countries.
Figure 13: Product Information Perceptions: On-land
PRODUCT INFORMATION PRIORITY RATING: 2
Excellent Very Good Good Poor/Very/Extremely Poor
24%
45%
27% 4%
Excellent Very Good Good Poor/Very/Extremely Poor
24%
40%
31% 5%
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