Page 48 - European Cruise Traveller Duty & Tax Free Retail

The perceptions a visitor holds of the Duty & Tax Free offer has the potential to have a key bearing on shopping behaviour and extent to which a visitor goes on to make a purchase in that location. Therefore, improving perceptions of both the on-board and on-land offer the channel should be considered a key priority going forward when looking to increase purchase propensity and overall shopping experience satisfaction levels.
Our research shows that perceptions of the cruise Duty / Tax Free retail channel is fairly positive among cruise travellers in the European region. However, as we have found in both cruise and non-cruise based Duty & Tax Free research, purchasers generally have a more positive outlook on service attributes and this fairly high rate of positivity could therefore be driven by the high purchasing rate among those browsing the available offer.
In this section, we identify the key areas of the current service where store operators should focus on when assessing strategies to improve Duty & Tax Free service perceptions among travellers in the European region. Despite some consistencies being apparent in terms of priority areas, the on-board and on-land channels should be assessed separately due to several clear variances existing and shoppers portraying different behaviours depending on the shopping location.
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.2 USER PERCEPTIONS
Although Duty & Tax Free service perceptions are generally positive among European travellers, significant potential exists to drive improvements in several areas going forward
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