Page 78 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1 ON-BOARD PURCHASING: BEHAVIOUR & DRIVERS
Our research shows that four in every five European cruise travellers making a purchase during their trip, do so on-board the cruise liner. Although purchasing conversion rates are slightly lower among European travellers when considering on-board buyers as a proportion of total travellers, a very high incidence of purchasing among those engaging with the on- board channel is still apparent, with 81% of those visiting an on-board store going on to make a purchase.
As is the case with all retail environments, European cruise channel retailers have the opportunity to shape consumer behaviour through practices such as advertising, promotional activity, and direct staff contact. However, the opportunity to impact shopper behaviour is significantly heightened for brands and retailers on-board the cruise liner due to the extended length of time travellers spend on-board and period in which they are therefore open to influence.
This is illustrated by variances in shopper behaviour between the leading cruise operators featured in our European cruise research. For example, when looking at purchase reason and planning, shoppers on-board P&O cruises are more likely to purchase their main item for a gift and less likely to purchase this on impulse compared to travellers on Costa and MSC Cruise services.
Our research also illustrates variances in category behaviour. For example, Souvenirs is the most purchased category on Costa and MSC services but has a much lower penetration on board P&O services where Alcohol is much more prominent.
This illustrates the impact and
therefore potential both brands and retail operators have to shape purchasing behaviour and overall sales within the on-board channel.
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 78