Page 12 - Tax Free Catalogue Covers Research Report

Conclusions and Recommendations:
Use a “Vacation” theme on future pre-order tax free catalogues to encourage travellers to pick up and browse the catalogue
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Recommendations
➢ The printed tax-free catalogue is clearly an important shop window, even if travellers subsequently purchase from an online website, indicating the importance of encouraging travellers to pick up and browse the catalogue
➢ The “Vacation” themed covers consistently outperformed other cover themes, and the wave is the most liked cover overall
➢ Our recommendation is therefore be to use the image of the wave (Vacation 1a) on future pre-order tax free catalogues
➢ When considering future cover re-designs, we would recommend incorporating key elements that passengers find appealing and which are most likely to encourage them to pick up, open and read the catalogue, i.e.:
➢ Images associated with travel and holidays, particularly warm, exotic scenes that put passengers in a holiday mood
➢ Attractive and appealing designs that arouse interest through the use of bright, warm colours and exotic images of sun, sea, palm trees and beaches
➢ Images that invoke feelings of peace and relaxation
➢ Our recommendation would be to avoid the following:
➢ Overtly sexual images that are seen as more appropriate to a fashion magazine
➢ Images that have no connection with travel or holidays
➢ Images that may alienate key audiences, e.g. perfume bottles are seen as uninteresting and unappealing to male catalogue shoppers
Vacation 1a
Vacation 1b