Page 110 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.3.3 PRICE CHEAPER THAN ELSEWHERE
The item price being cheaper than elsewhere is the third leading purchase driver for main items on-land, alongside Souvenir buying.
This suggests that keen pricing is also a major factor that shoppers look for when selecting their main purchases, especially if purchasing from high value categories such as Watches & Jewellery. Providing a price promise guarantee or benchmarking in-store prices against local or international stores would provide a quick means of driving perceptions of value.
Operators should keep their pricing under constant review, ensuring it remains competitive throughout different locations and seasons. The pricing levels of key products in the top-selling categories should be communicated to passengers, illustrating the value on offer through comparisons with domestic and other outlets.
Table 24: Price Cheaper Than Elsewhere: Proposed Actions
Proposed Actions
 Monitor pricing of top selling products and adjust to remain competitive
 Highlight key deals in communication, focusing on price benefits vs. domestic
purchasing
 Offer price purchase guarantees or provide price benchmarking signage
comparing in-store prices with local or international stores
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