Page 59 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.2.3.2 STRONG PERFORMERS: EASE OF PAYMENT
With many cruise lines operating a cash free policy on-board where all purchases are charged to a specially designated account, paid for at the end of the trip, it is not necessarily surprising that ease of payment is perceived as the most positive aspect of the Duty / Tax free offer on-board the cruise liner.
EASE OF PAYMENT PRIORITY RATING: 3
On-land ease of payment is perceived less positively yet is
still the most favourably perceived area of the offer, a trend we have seen in other cruising regions, such as North America. This is potentially driven by cash / card payments causing a slightly less convenient transaction compared to on-board purchases. On-land stores should look to reduce the impact of this via offering various convenient payment means and incorporating new methods as they become available, such as contactless payment.
In addition, further improvements to both the on-board and on-land services could be made through ensuring high staff levels to take payment, particularly at peak times when stores can become very busy. Store operators should also look to provide currency conversion charts, particularly at on-land stores, to assist shoppers.
ON-BOARD...
Two thirds of on-board shoppers possessed strong positive perceptions, with most positive perceptions being among Italians and German, older shoppers and those travelling in Northern Europe.
Figure 21: Ease of Payment Perceptions: On-board
ON-LAND...
Although perceived as one of the strongest areas of the on-land offer, less than half have strong positive perceptions. Strongest perceptions among Italian, younger and male shoppers.
Figure 22: Ease of Payment Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
28% 38%
32% 2%
Excellent Very Good Good Poor/Very/Extremely Poor
16%
31%
46% 7%
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