Page 169 - Asian Cruise Traveller Duty & Tax Free Retail

 Designated staff should be used to drive disembarking passengers to the retail offering. Free samples when disembarking could also aid in generating greater interest
 Attract disembarking passengers with staff stands introducing new or exclusive products and promotional offers. Support this with specialist discounts such as final hour offers
8.2.2 CHANNEL DIFFERENTIATION
Despite the on-board and on-land Duty / Tax Free services being often considered as part of the same channel, several key factors differentiate the two offerings, including to look for a souvenir
 The on-land store is more comparable to traditional Duty / Tax Free stores such as those in airports
 To look for a souvenir is the leading reason to visit a Duty / Tax Free store; driven by Taiwanese, older shoppers and males
 A much lower proportion of those planning to purchase their main item plan to the exact product level illustrating the increased potential to influence the purchasing decision among planned purchases compared to on-board buyers
As with the on-board channel, whilst priority should be placed on differentiating the on-land channel from that present on-board the cruise liners, it is also key that the on-land channel also differentiates from other Travel Retail channels such as those the traveller may experience when travelling to and from the terminals at the start and end of their trip.
This should be done through offering a differentiated product offering, focusing on location-based items. This should be done through offering a greater range of souvenirs, local specialties and location / port exclusive products.
The on-land offer is more comparable to traditional Duty / Tax
Free channels
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
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