Page 120 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.6 INCREASING PURCHASING: ON-LAND
Our evidence suggests that, as for the on- board offer, the primary method of increasing purchasing among those already visiting and buying from the on-land retail offering is better pricing. However, better promotions and free sampling also feature highly as factors which could drive increased purchasing going forward.
 Better pricing: Store operators should ensure competitive pricing but could also provide pricing discounts on the basis of items purchased, e.g. multi-buy discounts. This could also be considered on a multi-location, retailer specific basis e.g. a Duty Free retailer offering a reward card allowing increasing discounts throughout a trip on the basis of number of items purchased.
 Better promotions: Increase promotional activity. Due to the importance of pricing, emphasise cost saving activity, such as discounts on single items, but support this through value based activity, such as through the incorporation of exclusive, location based GWPs. This will also provide the shopper with an offering unavailable elsewhere.
 Free sampling: Drive interest in new, exclusive and local products through free sampling. Support this with special price based discounts to drive impulse purchasing.
ADDITIONAL PURCHASE DRIVERS: ON- LAND
Base: On-land buyers (293)
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