Page 134 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.4.1.1 PREFER TO SPEND ON SOMETHING ELSE INSTEAD
Preferring to spend money on something else is a leading preventing store visiting.
The perception that Duty /
Tax Free stores are expensive or that the product offer lacks relevance to the traveller may contribute to this reluctance to browse.
Pre-cruise communication, on-board literature and dedicated displays can all redefine perceptions of Duty / Tax Free shopping by communicating the wide range of products available, including items exclusive to the destinations visited. A variety of price points should also be emphasised to illustrate how product ranges are suitable for different shopper types.
There is also potential to provide additional pricing incentives on certain days or at certain locations, with strategies such as local brand discounts. Promoting the benefits of Duty Free pricing pre-travel may also encourage travellers to include a shopping budget when planning their holiday expenses.
Table 32: Prefer To Spend On Something Else Instead: Proposed Actions
Proposed Actions
 Differentiate the shopping offer through communicating promotional activity such as exclusive savings or products that are only available on-board or at certain port stores
 Redefine negative price perceptions of Duty / Tax Free shopping through promoting the extent of savings that can be made and range of price points via on-board magazines, information in cabins, dedicated displays and pre-travel communication
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