Page 174 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
8.2.2 IMPACT OF CONVENIENCE STORES ON DUTY / TAX FREE RETAIL
Our findings suggest that 2 in 5 of those visiting an on-board convenience store are more likely to browse the Duty & Tax Free offering as a result of their visit. However, for Italian travellers, visiting a convenience store is significantly more influential than for the other nationalities in our sample, as is the case for younger travellers.
Figure 34: Impact of Convenience Store Visiting on Duty / Tax Free Store Visiting
Italians significantly more likely to visit Duty / Tax Free stores as a result of convenience store visiting
Less likely 4%
No impact 55%
Much more likely 22%
Slightly more likely 19%
Potential exists to drive interest in both retail offerings via collaborations and cross channel advertising.
For example, where range cross-overs occur, such as Confectionery or other food, provide discount vouchers to be used in the convenience store when purchases are made in the Duty & Tax Free store and vice versa.
Further support this with cross channel advertising e.g. if single serve Toblerone bars are offered in the convenience store, provide on-shelf signage such as “I’m also available in Duty Free!’.
Under 40s significantly more likely than over 40s to be positively influenced by convenience store visiting
Males are more likely than females to be positively influenced by convenience store visiting
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