Page 58 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2.2.1 STEADY PERFORMERS: PRODUCT DISPLAYS
The extent to which shoppers perceive the way products are displayed for sale to be interesting and eye-catching is above the overall offer perception average both on-board the vessel and on-land at port stores.
When looking to improve the perception of product displays
in-store, it is vital for store operators and brands to drive interest
and promote interaction. Therefore, use techniques such as incorporating digital activations into displays, including interactive screens, branded tablets and promotional videos, or add specialist activations surrounding sampling and testing to drive interest.
Product displays should also be used to promote the overall shopping opportunity in both the wider ship area and throughout ports. Focus should be placed on premium brands and product ranges, exclusives and limited editions (especially those exclusive to a particular store or location) and local products, highlighting the range of products available and drawing attention to the luxury offering the Duty / Tax Free stores present.
Further interaction could be driven through manning these displays with trained staff or brand ambassadors who could target passing travellers directly.
ON-BOARD...
The weakest product display perceptions are among Hong Kong travellers and Singaporeans (45% & 51% perceive the area ‘excellent’ or ‘very good’ respectively).
Figure 14: Product Displays Perceptions: On-board
ON-LAND...
Hong Kong travellers are the least positive and despite 44% of Singaporeans considering the area ‘very good’, just 1 in 10 consider the area to be ‘excellent’.
Figure 15: Product Displays Perceptions: On-land
PRODUCT DISPLAYS PRIORITY RATING: 3
Excellent Very Good Good Poor/Very/Extremely Poor
21%
46%
28% 5%
Excellent Very Good Good Poor/Very/Extremely Poor
23%
44%
30% 3%
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