Page 49 - European Cruise Traveller Duty & Tax Free Retail

ON-BOARD...
The vast majority of European cruise travellers visiting a store on-board the cruise liner during their last trip were satisfied with their overall store experience, with half indicating either ‘excellent’ or ‘very good’ overall perceptions. However, with 43% having weaker positive perceptions of the offer, potential exists to drive increased positivity among this group.
Just 8% possessed negative perceptions of the on-board offer during their most recent trip.
Figure 9: Overall Cruise Duty and Tax Free Offer Perceptions: On-board
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
ON-LAND...
The on-land offer is perceived positively by the vast majority of shoppers visiting a store during their most recent cruise. This being said, as is the case with the on-board offer, significant potential exists to drive increased positivity among those with weaker positive perceptions; of total visitors, 47% possess ‘good’ perceptions of their store experience.
Just 7% of shoppers possessing negative perceptions of the on-land offer on their last trip.
Figure 10: Overall Cruise Duty and Tax Free Offer Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
15%
31%
47% 7%
Excellent Very Good Good Poor/Very/Extremely Poor
15%
34%
43% 8%
The positive perceptions portrayed by the European cruise traveller is very encouraging, especially when considering that only a marginal proportion of shoppers were dissatisfied with their overall experience. However, as illustrated by the high proportion of weaker positive perceptions, potential does exists to further improve shopper experiences.
Among all those who interacted with the cruise Duty / Tax Free retail channel (either on- board or on-land) on their last trip we found more positive perceptions among:
...Italians are significantly more likely to rate their overall on-board and on-land store experience as ‘excellent’ compared to British & German shoppers
...under 40s: are significantly more positive about both the on-board and on-land offers compared to older travellers
...males: generally have more positive perceptions than females
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