Page 48 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.1.1.3 ADVERTISEMENTS IN PORTS WHILST BOARDING
Another key means of raising awareness of Duty / Tax Free offers is the use of advertisements in ports whilst boarding. This is partcualrly the case for on-board stores.
This could be achieved through displays at boarding gates (where possible); displays as they enter the ship; or supplying each passenger with leaflets / catalogues as they board.
Port stores also have the potential to target customers in a similar way through distributing trip specific leaflets detailing Duty / Tax Free Retail opportunities as passengers are entering terminals at scheduled port calls during the trip.
Brands should also investigate opportunities to incorporate free sampling into advertisements whilst boarding, such as beauty sample packs or miniatures and free tasters of Confectionery.
Preference for advertising while boarding is significantly stronger among: Singaporeans and males.
Table 4: Advertisements in Ports Whilst Boarding: Proposed Actions
Proposed Actions
 Increase advertising whilst boarding:
 Implement boarding gate displays
 Supply passengers with product / location leaflets whilst boarding
 Look to incorporate free sampling into advertisements whilst boarding:
 Where possible offer sample packs or provide miniatures
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