Page 36 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
4 CRUISE TRAVELLERS: PURCHASE INCIDENCE
Our research into the European cruise sector provides the opportunity to determine Duty & Tax Free service success levels through analysing the relationship between service awareness, browsing and purchasing on- board and on-land to determine areas of greater strength and where potential improvements can be made.
Furthermore, from this analysis, we are able to identify key differences and trends in service awareness, visiting and purchasing between different demographic groups, e.g. nationalities, gender and age, as well as those which may be apparent between the different European cruising regions, i.e. the Mediterranean and Northern Europe.
84%
ARE AWARE OF DUTY / TAX FREE OFFERINGS
71%
BROWSE THE DUTY / TAX FREE
OFFERINGS (85% of aware)
59%
PURCHASE FROM THE DUTY /
TAX FREE OFFERINGS (84% of browsers)
PURCHASE ON-BOARD: 49% PURCHASE ON-LAND: 24%
AWARENESS
Overall, a very high proportion (84%) of European cruise travellers recall Duty / Tax Free offerings during their trip. Service awareness is much more prominent on-board (74%) than on-land (42%) and among British and Italian travellers. Awareness is also more prominent on Mediterranean cruises.
BROWSING
71% of overall European cruise travellers browse a Duty & Tax Free offering during their trip, the equivalent to 85% of those aware of a service. Of those aware of a service, browsing is higher on- board (81%) compared to on-land (72%), potentially due to greater time constraints when on-land.
PURCHASING
Around 3 in 5 European cruise travellers make a purchase from a Duty & Tax Free store during their trip, representing a very high conversion rate of 84% of those browsing a store making a purchase. The on-board channel is the most prominent with 82% of buyers purchasing from the on-board offer.
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