Page 133 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.4.2 FUTURE BROWSING CONSIDERATION: NON-VISITORS
Our research shows that of those travellers aware of a Duty & Tax Free service but not browsing the offer, 54% would be open to the prospect of visiting a Duty / Tax Free store on their next trip.
In addition, 1 in 5 claim to be likely to visit a store on their next trip, with this being slightly higher for on-land stores.
Figure 28: Future Browsing Consideration: Aware Non-visitors
Future visiting more likely among male travellers
Neither likely nor unlikely
Unlikely
46%
Likely 20%
34%
As we have found to be case in our other cruise based research, our European findings illustrate how a very high proportion of those visiting a Duty & Tax Free store during their trip go on to make a purchase. Extending the reach of both the on-board and on-land Duty & Tax Free channels to a wider cross-section of the traveller base therefore presents a key opportunity going forward and should be considered a key priority.
Store operators should therefore look to overcome visiting barriers through driving renewed interest in the offer among those not currently visiting. Do this via location specific offerings, key promotional activity and convenient purchase methods, such as online pre-ordering and purchasing.
Younger travellers significantly more likely to visit on their next trip
Future visiting more likely in the North European / Nordic region
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