Page 76 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.1.2.2 TO BROWSE AND MAYBE BUY SOMETHING
Our research indicates that the second highest reason for visiting the Duty / Tax Free offer on-land is to browse and maybe buy something, cited by 44% of visitors.
This suggests that a high proportion of visitors do not have an exact product in mind when entering the store and are therefore open to influence.
Unlike on-board Duty / Tax Free stores which have a captive audience, operators at on- land stores at a port have less time to capture the interest of shoppers. It is therefore important that the store is perceived to be offering something new, different and interesting, with product and price points that meet shopper expectations in order to tempt purchase.
Ensuring that the shop is well-organised and easy to shop with clear product positioning and visible on-shelf pricing will all help to encourage impulse purchasing amongst browsers.
Table 13: To Browse and Maybe Buy Something: Proposed Actions
Proposed Actions
 Ensure that the on-board and on-land Duty / Tax Free service offer are unique and differentiated to give shoppers the sense that they have access to products not available elsewhere – drive this through location based offerings
 Increase ease of shopping through clear store layouts and product and pricing infromation, particularly on lesser known local product variants
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