Page 171 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
8.2 NON-DUTY / TAX FREE USER PERCEPTIONS
The extent to which a shopper is satisfied with various aspects of their shopping experience is key to driving the propensity to purchase in all retail channels. Therefore, the importance of maintaining positive consumer perceptions of on-board convenience stores in areas such as attractiveness of pricing, the range of products available and their relevance, and the quality of products perceptions, is clear when looking at increasing sales within the channel.
Despite our findings illustrating overall positivity towards the convenience store offer among those visiting a store on their most recent cruise in the European region, potential exists to drive stronger positivity among the shopper base. Furthermore, certain areas, such as product pricing and the product range available are currently weaker areas of the service and should therefore be considered higher priority areas when looking at means of improving overall service perceptions going forward.
8.2.1 NON-DUTY / TAX FREE SERVICE PERCEPTION RATINGS
Among convenience store visitors on European cruises, the key areas of focus for enhancing overall store perceptions and driving service usage are product pricing and product range. Product relevance is a lower priority area, with product quality being by far the strongest performer.
Figure 29: Positive Perceptions of On-board Convenience Store Aspects vs. Average
Channel Area
Product Pricing
Product Range
Product Relevance
Product Quality
Perception rating
(% ‘excellent’/’very good’ vs average)
-5%
-3%
-1%
+7%
CiR PRIORITY RATING
1
1
2
3
*To calculate the above scores, we compared the percentage of shoppers perceiving an area (e.g. sampling opportunities) as either very good or excellent with the combined average of excellent & very good perceptions across all areas (i.e. Sampling Opportunities, Staff Service, Ease of Payment, etc.).
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