Page 72 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.1.1.3 TO TAKE ADVANTAGE OF GOOD PRICES
Taking advantage of good prices is a driver for 2 in 5 of those visiting an on-board Duty / Tax Free store during their trip.
Competitive pricing is needed to drive sales, with awareness driven through clear communications on relative price levels.
This is particularly the case for luxury offerings in categories such as Watches & Jewellery, Alcohol and Fashion & Accessories, where significant price benefits need to be communicated clearly to drive core purchases.
Pricing benefit awareness should be driven through on-board and pre-travel communications, e.g. newsletters, websites and direct emails to highlight key pricing benefits within specific product ranges and drive planning levels.
Support this in on-board stores through staff interaction and via price comparisons with leading domestic based retailers.
Table 11: To Take Advantage of Good Prices: Proposed Actions
Proposed Actions
 Review pricing strategies and monitor domestic prices to ensure Duty / Tax Free stores remain competitive, offering single price discounting on key brands to drive a point of difference
 Contact travellers prior to travel via direct emails
 Communicate pricing benefits to travellers through on-board communications
and direct contact with store staff
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