Page 61 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2.3.1 STRONG PERFORMERS: SHOPPING ENVIRONMENT
The shopping environment is considered one of the most positive aspects of the on-board and on-land Duty / Tax Free service by Asian travellers. The role of the shopping environment is key to the success of the channel due to its potential to drive the perception of luxury.
SHOPPING ENVIRONMENT PRIORITY RATING: 4
However, potential exists to drive this further and use the
shopping environment’s already positive perception to drive up-trading, particularly in areas such as Fashion & Accessories and Jewellery & Watches.
For example, a Fashion retailer could offer closed or partially closed store periods, where customers must book in advance to access the store. The brand could then offer the customer a personal shopping experience with staff or brand ambassadors, further driving the perception of very high end luxury the Asian, particularly Chinese, traveller craves. This could be particularly effective when the cruise is in port and customers are not able to purchase Duty / Tax Free goods; at these times offer 1 hour slots where travellers may browse a pre-selected range of categories and product lines.
A personal shopping experience could also be considered in the wider Duty Free store, without offering closed or partially closed store periods. This could be done through offering customers a trained personal shopping assistant, thus driving interaction, the perception of luxury and in turn a propensity to not only purchase, but trade up.
ON-BOARD...
Chinese Mainlanders have the most positive perceptions (35% ‘excellent’). However, only 40% of Hong Kong travellers perceive the area to be ‘excellent’ / ‘very good’.
Figure 18: Shopping Environment Perceptions: On-board
ON-LAND...
Positive perceptions of this area are driven by Chinese Mainlanders (81% ‘excellent’ / ‘very good’). The least positive perception is among travellers from Hong Kong.
Figure 19: Shopping Environment Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
27% 40%
29% 4%
Excellent Very Good Good Poor/Very/Extremely Poor
26%
43%
26% 5%
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