Page 127 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.3.1.2 PRICES MORE EXPENSIVE COMPARED TO OTHER STORES
The perception that prices
in Duty / Tax Free stores are more expensive than in other stores is the second major reason for non- purchasing, given by a quarter.
However, this is a factor very much driven by US travellers, with this not featuring as a barrier to purchase among our Canadian sample.
For categories attracting a high proportion of non-buyers, e.g. Watches & Jewellery, operators should ensure that stores are offering the correct mix of brands and price points to appeal to all travellers, whether they are looking for High Street or Luxury brands.
For all categories, prices should be aligned to local markets and any price communications should focus on the savings to be made vs. non-Tax / Duty Free stores. Promotional activities and limited edition exclusive offers will help drive value for money perceptions.
Table 29: Prices More Expensive Compared to Other Stores: Proposed Actions
Proposed Actions
 Ensure that the correct mix of brands and price points is being offered
 Ensure competitive pricing by aligning with local markets and offer ‘Price Match’ guarantees so shoppers can be sure they won’t find prices cheaper in non Tax /
Duty Free stores
 Communicate price savings in-stores through on-board information in cabin
 Drive value perceptions outside of price through promotional activities and
exclusive ranges
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