Page 170 - Asian Cruise Traveller Duty & Tax Free Retail

Recommendations for Channel Differentiation On-land:
 Focus marketing and advertising on location-based shopping, with particular emphasis on exclusive product lines, local specialties, and pricing benefits of shopping in that particular port
 Communicate this to travellers both pre-travel and whilst in cruise terminals via digital displays, signage and promotional stands
 Offer a range of exclusive souvenir based products. Incorporate unique, customised packaging focused on the location visited, clearly only being available in that specific port and store.
 For example, location-based shrink sleeve packaging for Alcohol bottles, or Confectionery packaged in boxes with key landmarks of that location, such as the Singaporean Merlion or the Hong Kong Clock Tower
 Highlight benefits of shopping in that particular location, i.e. pricing benefits of Duty / Tax Free retail in that country or area
 Introduce exclusive promotional activity, such as final hour discounts, where 1 hour before boarding a traveller receives discounts of 10% on selected items
Drive channel differentiation through focusing on location- based communications and products
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
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