Page 126 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.3.1.1 NOT FINDING ANYTHING OF INTEREST
Not finding anything of interest is the most common purchase barrier for Duty / Tax Free service Visitor Non-Buyers.
This view is potentially following
a relatively passive style of service browsing. Operators should look to drive interest in product lines through exciting signage and displays, particularly those which engage the shopper, such as digital activations, touch screens and tablet displays.
Opportunity also exists to create interest on- board through sampling events, such as Mount Gay rum tasting when visiting Barbados. High profile promotional stands focusing around a specific brand, product range or product type, such as Duty Free exclusives, limited edition products, or location based product ranges, such as Caribbean delicacies or Souvenirs could also drive interest in the offering.
Stores should also ensure staff have sufficient product knowledge and product range enthusiasm to not only feel confident making purchase recommendations but also drive interest in the product offering.
Table 28: Not Finding Anything of Interest: Proposed Actions
Proposed Actions
 Create interest in the offering through exciting in-store promotional displays, particularly those which engage the shopper such as digital activations
 Offer increased promotional activity and encourage staff recommendations
 Drive interest in the on-board channel through special events such as sampling
events and location based product ranges
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