Page 50 - European Cruise Traveller Duty & Tax Free Retail

5.2.1 SPECIFIC AREAS TO ADDRESS
Our findings illustrate that sampling opportunities and product Information are the leading areas where retailers and brands should prioritise when assessing means of improving overall Duty & Tax Free store perceptions among European cruise travellers going forward.
Several key areas of difference are apparent between the on-board and on-land channels, with this being particularly the case with staff service and ease of payment. Sampling opportunities also illustrate some variance between the on-board and on-land channel, with less positivity being apparent on-board.
Table 6: Positive Perceptions of Cruise Channel Aspects vs. Average
*To calculate the above scores, we compared the percentage of shoppers perceiving an area (e.g. sampling opportunities) as either very good or excellent against the combined average of excellent & very good perceptions across all areas (i.e. Sampling Opportunities, Staff Service, Ease of Payment, etc.). This was completed for the on- board and on-land offers separately.
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
On-board
(% ‘excellent’/’very good’ vs average)
On-land Channel Area (% ‘excellent’/’very
good’ vs average)
CiR PRIORITY RATING
-14%
Sampling Opportunities
-6%
1
1 2
2 3 3
-3%
Product Information
-3%
0%
Shopping Environment
+2%
+9%
Staff Service
-2%
+3%
Product Displays
+2%
+14%
Ease of Payment
+4%
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