Page 105 - North American & Caribbean Cruise Traveller

6.2.2.2 PLANNING LEVELS: ON-LAND
Overall, three quarters of on-land buyers had planned to browse a Duty / Tax Free store on their trip, of whom 91% planned to make a purchase of some kind.
Promotion of the on-land retail offer prior to setting-off is key to driving planned purchasing. Therefore the development of a communications strategy to assist travellers with their planning should be considered a key priority for on-land operators.
Inform travellers of available opportunities to shop via promotional activity on websites (such as those reviewing certain locations), in order for travellers to be able to establish suitable shopping opportunities and incorporate these into their overall holiday plans. Location stores should also look to advertise in key departure ports.
Compliment this with on-line pre-ordering / purchasing opportunities on websites so shoppers preferring to engage in activities other than shopping are able to make desired pre-planned purchases without spending time in store.
Table 21: On-land Planning Levels: Proposed Actions
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Proposed Actions
 Increase planning:
 Increase visibility of on-land stores with greater online presence; do this via
store websites, advertising on well-known review or location based
websites, as well as personal communications
 Highlight specific product ranges in each location and provide pre-
ordering / pre-purchasing opportunities
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