Page 165 - Asian Cruise Traveller Duty & Tax Free Retail

Recommendations for Channel Differentiation On-board:
 Ensure the perception of luxury and high-end shopping is at the forefront of channel advertising both pre and during travel
 Offer indulgent shopping experiences, such as personal shoppers, or closed stores (particularly when the ship is in port), and by offering specialist product ranges positioned around luxury and treating occasions
 Introduce the range to the shopper outside the store environment via specialist leisure and sampling events
 Consider new Alcohol and Confectionery product tasting sessions; Fashion and Jewellery catwalk shows; ‘tech nights’ highlighting new products in the Electronics category, and spa treatment sessions exclusively using newly introduced Beauty product lines
 Promote affordable luxury through promoting the pricing benefits of Duty / Tax Free shopping with particualr emphasis on that particular cruise liner
Driving a perception of luxury is key to differentiating the on- board channel
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Support exclusive on-board promotional activity, such as ‘Discount Days’ or ‘First Day Discounts’
Considered this on a brand or category level, such as ‘Whisky Wednesday’ or ‘Fashion Fridays’ e.g. where all Whisky brands or fashion items incur a 10% discount However, limit promotional mechanics such as multi-buy discounts in very high-end categories, such as Fashion, Watches & Jewellery to maintain the perception of luxury
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
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