Page 119 - European Cruise Traveller Duty & Tax Free Retail

In our cruise reports, we define Visitor Non-Buyers as travellers who browsed the cruise Duty / Tax Free retail offer either on-board the ship or in on-land port stores during their last trip but did not go on to make a purchase. Therefore, although these travellers were open to browsing and considering the Duty & Tax Free offering during their most recent cruise, these travellers decided not to go on to make a purchase.
Watches and Jewellery is the leading category browsed by European cruise travellers visiting Duty & Tax Free stores during their trip but not going on to make a purchase. This is closely followed by the Fashion & Accessories category.
The importance of these two categories is a trend we have also seen in our cruise research in other global regions, and this could be driven by factors such as these two categories being often defined by premium, often high-value product offerings which could potentially lead to some shoppers indulging in browsing the offering or ‘window shopping’ without ever intending to make a purchase.
Store operators should look to overcome this through aggressive pricing strategies and promotional activity such as GWPs, highlighting the benefit of purchasing items at that store.
Additional barriers, such as uncertainty regarding returns should also be overcome via offering and clearly highlighting a post purchase returns or repair service.
Other categories where travellers are more likely to browse the offer but not go on to make a purchase during their trip include the Alcohol, Beauty, Souvenirs and Travel Accessories & Electronics categories.
CATEGORIES BROWSED BY VISITOR NON-BUYERS
Base: Visitor Non-Buyers (87)
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.3 VISITOR NON-BUYERS
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