Page 129 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.3.1.4 WANTED TO SPEND MONEY ON SOMETHING ELSE INSTEAD
Wanting to spend money on something else other than shopping was a reason for non- purchase for around a fifth of those browsing the available Duty / Tax Free offer.
These travellers will require additional incentives to tempt purchase whilst browsing stores on-board or on-land, such as store exclusive promotional activity such as price discounting, multi-buy offers, or experiences / excursions as a benefit to purchase
For example, free entrance to a local landmark at on-land stores or a specialist event at on-board stores, such as a Mexican themed ‘Fiesta Party’ with the purchase of a bottle of Jose Cuervo or selected Mexican Souvenirs.
In addition, turn Duty / Tax Free shopping into more of an experience to encourage travellers to spend more time in-store and increase engagement with staff. Drive this through personal shopping experiences or ‘Free Beauty Counter Make-overs’ using certain make-up and skincare brands.
Table 31: Wanting To Spend Money on Something Else: Proposed Actions
Proposed Actions
 Drive sales through Duty / Tax Free store exclusive promotional activity
 On-board: Offer promotional experience based events with purchases of
selected items and consultation based sales strategies to drive interest
 On-land: Work with local excursion suppliers to offer discounted tickets to local
attractions with purchases of certain attraction / location related items
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