Page 57 - European Cruise Traveller Duty & Tax Free Retail

5.2.3 STRONG PERFORMERS
Our research highlights two areas as being ‘strong performers’ in the European region: product displays and ease of payment.
Strong performing areas are defined in this report as those which are perceived to be the most positive aspects of the shopping experience. These areas should therefore be further utilised to increase store footfall, shape shopper behaviour in terms of brand recruitment, up- trading and additional purchasing and drive overall satisfaction in the cruise Duty & Tax Free retail channel.
Ease of payment is the most positively perceived area in both the on-board and on-land channels. However, due to the nature of cruise travel in the European region (i.e. the majority of services making port calls at various countries), payment methods should be kept under continuous review by on-land operators in particular to ensure factors such as unfavourable exchange rates do not negatively impact store performance. Furthermore, advances in payment method convenience will continue to evolve (as illustrated by the emergence of contactless payment) and operators should look to incorporate new payment methods as they become available.
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
57