Page 99 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2 ON-LAND PURCHASING: BEHAVIOUR & DRIVERS
Our research shows that just 24% of European cruise travellers make a purchase from an on- land Duty & Tax Free store during their trip. This is a much lower level of purchasing compared to that we have experienced in other global regions; for example in the North American & Caribbean region, 48% of cruise travellers purchase from an on-land offering.
This being said, high rates of purchasing exist among those visiting on-land stores in the European region, thus illustrating the potential of the on-land channel once the traveller has engaged with the offer. It is therefore key for retailers to drive immediate interest in on-land stores, particularly when considering the greater degree of time pressure travellers experience when on-land.
As with on-board Duty & Tax Free services, once the traveller has engaged with the on-land offer, retailers and brands have various opportunities to both drive purchasing and shape shopper behaviour through activities such as promotional activity, dynamic displays and staff contact, among various others. This is particularly the case when considering that only a quarter of on-land buyers plan to purchase their main item to an exact product levels.
“On-land store operators and brands have various opportunities to drive purchasing and shape shopper behaviour”
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