Page 47 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.1.2 PURCHASE LIKELIHOOD: TRAVELLERS UNAWARE OF SERVICE
A high proportion of European cruise travellers not visiting the Duty / Tax Free retail offer on their last trip due to a lack of awareness are open to the offer, with almost three quarters indicating that they would have considered making a purchase had they been aware of an available service.
Furthermore, our research shows that 1 in 5 of those unaware of a service on their most recent trip would have definitely looked to have made a purchase had they been aware of a store.
Figure 8: Non-Awareness: Future Purchase Likelihood
British more likely to purchase if made aware of Duty & Tax Free offering
Yes Maybe No
22%
50%
28%
This clearly illustrates the potential of driving awareness and increasing exposure of available Duty & Tax Free offers to the European cruise traveller during their trip and this should be considered a key priority going forward, particularly on services with a high incidence of British travellers and those operating in the Mediterranean region.
Female and younger travellers also indicate a greater propensity to purchase if they are made aware of available offerings, so prioritise product offerings targeting these shopper types in awareness strategies.
Travellers on Mediterranean cruises more likely to purchase if aware than those travelling in Northern Europe
Younger and female travellers more likely to purchase is made aware of service
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
47