Page 77 - European Cruise Traveller Duty & Tax Free Retail

Our research into the European cruise region illustrates how a very high rate of purchasing exists among those who are aware of a service and subsequently going on to browse the offer. Overall, 59% of total European cruise travellers make a purchase during their trip, the equivalent to 71% of those aware of Duty / Tax Free retail and 84% of those browsing an available Duty / Tax Free offer during their trip.
However, the high rate of purchasing among those travelling in the European region is very much driven by the on-board channel, with four in every five buyers purchasing from an on- board store. The incidence of purchasing is much lower with just 41% of buyers making a purchase at an on-land store; and this coupled with the fact that just a quarter of buyers purchase from both the on-board and on-land channels, illustrates how the on-board offer is being prioritised by those making a purchase. This illustrates the extent to which the on-land offer must differentiate from on-board stores to drive interest and ensure the shopper experiences a fresh shopping experience.
Figure 23: European Cruise Travellers: Purchase Location
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2 BUYERS
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