Page 182 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
9.2 ON-LAND DUTY & TAX FREE RETAIL
9.2.1 INCREASING FOOTFALL
Increasing footfall to the on-land Duty & Tax Free offering has the potential to drive overall channel performance. This is particularly the case when considering the European region drove over 29 million passenger port visits across 250 port cities in 2014.
There is significant potential to attract a higher level of footfall to the on-land channel in the European region with just 30% of travellers visiting an on-land store during their last trip; the lowest on-land visiting rate of the three cruising regions we have covered in our cruise series research.
As is the case with the on-board channel, operators and brands should look to drive footfall through a combination of driving interest in the on-land channel, as well as through increasing overall service awareness.
 42% of European cruise travellers are aware of on-land Duty / Tax Free services; significantly higher awareness among British (53%) but also above average awareness among older (44%), female (45%) and Mediterranean cruise travellers (45%)
 Of those aware of an on-land Duty / Tax Free service, 72% go on to visit; higher among Italian travellers (81%)
 Of those visiting an on-board Duty / Tax Free service, 84% go on to make a purchase; highest among Italian travellers (89%)
 Leading on-land visit drivers include to browse and maybe buy something (45%), to look for a souvenir or local product (35%), and to look for a gift (34%)
Recommendations for Increasing Footfall On-land:
 Raise awareness of available on-land Duty & Tax Free services:
 Provide location based magazines to travellers when entering a port. Provide information on Duty & Tax Free offering as well as store locations and opening hours alongside location specific information, such as key
To browse and maybe buy something and to look for a souvenir or local product are the main drivers for browsing the on-land Duty & Tax Free offering
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