Page 176 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
9.1 ON-BOARD DUTY & TAX FREE RETAIL
9.1.1 INCREASING FOOTFALL
Although the on-board channel is reaching a fairly high proportion of European cruise travellers with around 3 in 5 travellers browsing a store on-board the cruise liner during their trip, the on-board offer is currently not reaching 40% of travellers, clearly illustrating potential for driving increased levels of footfall.
A very high proportion of those visiting a Duty & Tax Free store on- board the cruise liner during their trip go on to make a purchase. Therefore, driving increased levels of footfall to the on-board Duty & Tax Free retail offer should be considered a key priority area and one which has the potential to drive increased sales going forward.
However, whilst potential exists to increase footfall among non-visitors aware of a service, clear potential also exists to drive footfall through driving improved levels of service awareness. This is illustrated by a quarter of European cruise travellers being unaware of an on-board Duty & Tax Free offering during their last trip.
 74% of European cruise travellers are aware of on-board Duty / Tax Free services; signficantly higher awareness among British (82%) and older (79%) travellers. Higher rates also apparent among those travelling in the Mediterranean region (76%)
 Of those aware of an on-board Duty / Tax Free service, 81% go on to visit; higher among those travelling in the Mediterranean region (85%).
 Of those visiting an on-board Duty / Tax Free service, 86% go on to make a purchase; highest among Italian (90%) and younger travellers (84%)
 Leading on-board visiting drivers include to browse and maybe buying something (54%), to pass the time (42%), and to take advantage of good prices (38%)
The on-board service is currently only reaching 3 in 5 European cruise travellers
Operators and brands should look to drive an increase in footfall through increasing the service appeal as well as driving improvements in service awareness
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