Page 167 - Asian Cruise Traveller Duty & Tax Free Retail

Recommendations for Shaping Shopper Behaviour On-board:
 Increase planning through pre-trip communications and work with cruise liners to increase visibility online
 Highlight product ranges, on-board exclusives, and shopping events, such as specialist sampling evenings or promotional discount days
 Focus pre-trip communications on categories/products where purchase planning is more likely, such as high- value Fashion, Jewellery & Watches product lines
 Drive purchases for self through increasing sales among occasional and first time purchasers. Drive through perceptions of quality, focusing on well-known brands and promotional activity, especially products exclusive to the on-board offering
 Drive purchases for gifting by focusing on Duty / Tax Free exclusives and price-based promotions; provide a range of pricing touchpoints to cater for all gifting types / occasions
 Increase up-trading through providing recommendations in-store and in wider service advertising. Place specific emphasis on Jewellery & Watches and Fashion & Accessories categories.
 Incorporate more premium purchase opportunities within specialist promotional events
Highlight key product ranges, on-board exclusives and shopping events in pre-trip communications
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
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