Page 139 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.4.2.1 FUTURE BROWSING DRIVERS: NON-VISITORS
Half of those aware of a Duty / Tax Free service but not visit on their most recent trip would be open to visiting a Duty / Tax Free store on their next cruise. This presents a key opportunity to drive footfall among this non-visitor group, improve their perception of the Duty / Tax Free service and drive their future propensity to purchase from the available offering.
To achieve this potential, cruise Duty / Tax Free retailers and brands will need to focus on those initiatives that are most likely to drive interest in the available product ranges and consequently drive footfall to the offer.
It is clear that a range of initiatives exist to drive Duty / Tax Free store visiting among those cruising in the North American & Caribbean region. However, improving the perceptions of pricing and offering a greater level of product sampling opportunities should be considered key areas of focus going forward:
 Better prices: Promote affordable luxury through direct price decreases within leading product lines but ensure a range of price points within product ranges to suit a range of budgets. Support this through communicating the pricing benefits of Duty / Tax Free shopping.
 Free sampling: Provide in-store and outside store sampling where possible, with trained staff members taking free samples to travellers both on-board the vessel and in ports. Promote sampling through additional facilities, such as the ‘Tasting Menu’ at on- board bars, or branded spa treatments.
FUTURE BROWSING DRIVERS: NON- VISITORS
Base: Aware non-visitors (90)
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