Page 173 - European Cruise Traveller Duty & Tax Free Retail

Product relevance and product quality are areas of the on-board convenience offer perceived more positively among European cruise travellers. However, potential still exists, particularly with product relevance, to further improve the offering to better meet the needs of the European cruise traveller.
Product Relevance...
It should be considered that product relevance is an area subjective to the individual traveller and unique to a shopper and their product needs, with differing product relevance being to an extent somewhat unavoidable.
This being said, with just a third considering the relevance of product on offer at convenience stores during their most recent trip either ‘excellent’ or ‘very good’, potential does exist for ranges to be better tailored to customer needs.
Ensure a wide variety of products is available and sacrifice variant range rather than product range where space is limited, e.g. offer SPF 10, 20, 30 and 40 suncream of a single brand rather than four SPF 20 variants. Prioritise well-known brands and mid-priced offerings.
Figure 32: Convenience Store Perceptions: Product Relevance
Product Quality...
Despite product quality being by far the most positively perceived aspect of the on- board convenience store offering, significant potential exists to further drive perception positivity, with just two in five considering the area either ‘excellent’ or ‘very good’.
On-board convenience store operators should look to build on the existing positivity surrounding product quality through focusing on well-known international product ranges. Mid-priced products should also be prioritised to meet the needs of a wide consumer base, whilst maintaining connotations of product quality.
Italian travellers have significantly more positive perceptions of convenience store product quality, with males and North European cruise travellers also more positive.
Figure 33: Convenience Store Perceptions: Product Quality
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
8.2.1.2 LOWER PRIORITY AREAS
Excellent Very Good Good Poor/Very/Extremely Poor
12%
31%
6%
51%
Excellent Very Good Good Poor/Very/Extremely Poor
12% 23%
51% 14%
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