Page 126 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.4 AWARE NON-VISITORS
We define ‘Non-Visitors’ of the cruise Duty & Tax Free channel as travellers that were aware of a Duty & Tax Free service either on-board the cruise liner or on-land during their last trip but who chose not to visit. Of our total European cruise traveller sample, just 13% fall into the Visitor Non-Buyer category.
A high proportion of non-visitors are adverse to the Duty & Tax Free offer due to pre-existing perceptions of the wider service, potentially driven by experiences in other Duty & Tax Free channels. Therefore, cruise channel operators should look to drive renewed perceptions of the offer and differentiate the cruise channel from other Duty & Tax Free services the traveller may have previously experienced.
In addition to an overall rejection of Duty & Tax Free shopping acting as a key barrier, several other more specific barriers exist to on-board and on-land visiting, illustrating a clear potential to drive footfall among this traveller group.
6.4.1 BARRIERS TO DUTY / TAX FREE STORE VISITING: NON-VISITORS
Three areas stand out as the most prominent barriers to Duty & Tax Free store visiting in the European region:
 Travellers preferring to spend their money on something else
 Travellers not being interested in the product being sold
 Travellers preferring to spend their time doing something else
These three barriers all suggest a general disinterest in the Duty & Tax Free service, potentially driven by negative perceptions of the offering caused by previous experiences.
Other leading barriers to Duty & Tax Free store visiting include not using Duty & Tax Free products, perceiving the service as not being good value for money, and the product range being limited.
BARRIERS TO VISITING
Base: Aware non-visitors (97)
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