Page 169 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
8 NON DUTY / TAX FREE STORE USAGE
In addition to Duty & Tax Free retail services, cruise liners very often also offer on-board convenience stores selling everyday items such as newspapers and magazines, toiletries, and snacks for immediate consumption. However, whilst product crossovers can occasionally be the case, particularly in areas such as Confectionery, convenience stores are designed to provide a different service compared to Duty & Tax Free stores.
8.1 RECALL, USAGE AND PURCHASING
Approximately half of European cruise travellers were aware of non-Tax Free or non-Duty Free stores on-board the cruise liner during their last trip. This represents a much lower level of awareness compared to the on-board Duty & Tax Free offer.
Convenience stores are often fairly understated and used for more utility based purchasing, as illustrated by the prominence of toiletries in the purchasing mix. Therefore, it could be deemed that awareness is ‘need driven’ which could be having a negative impact. For example, awareness could be driven by travellers identifying a need for a particular product, e.g. a newspaper or a magazine, and actively seeking out a convenience store to find this product. Consequently, if a traveller does not possess a direct product need, they would not seek out a store and therefore be unaware of its existence.
Another factor potentially driving lower awareness of the convenience store offering is emphasis being placed on Duty & Tax Free stores with convenience stores often being on a much smaller scale and not as extravagant in appearance.
NON-DUTY / TAX FREE STORE USAGE
Base: Total sample (750)
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