Page 63 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2.4 RECOMMENDATIONS
 Increase sampling opportunities across all services
 Focus on new products, key product lines, and exclusives
 On-board:
o Use on-trade or specialist events to promote brands / ranges, such as premium alcohol sampling evenings or spa treatments showcasing a particular product line.
o Utilise retail staff to communicate offers on-board by travelling around the vessel taking the samples to potential customers,
 On-land:
o Implement dedicated staffed sampling stations in terminals to
target disembarking passengers.
 Increase product information through on-product and on-shelf labelling and leaflets or events such as Jewellery seminars
 Information focus on product quality and brand heritage
 Prioritise new and exclusive products and those with limited exposure
in the Asian region
 Drive interest and interaction through digital activations or specialist brand / product displays such as sampling or shop-in-shops
 Introduce displays outside stores; focus on premium brands, exclusives and local products
o On-land operators to introduce manned displays in terminals
 Use staff service to recruit potential customers; use on-board crew to target travellers throughout the ship / use store staff in ports, i.e. wider than store staff:
o Offer free samples / product information
 Implement dedicated in-store service stands where customers can approach staff for assistance and personal shopper service
 Use shopping environment to drive perception of luxury;
o Offering closed / semi-closed shopping periods for customer to
pre-book (particularly on-board when the ship is in port)
o Offer personal shopper experiences with trained staff members
 Ensure final on-board payments are as convenient as possible
 Ensure multiple currencies are accepted at on-land stores due to
many cruises calling at several different countries
 Encourage use of certain payment types through offering discounts,
e.g. 10% discount if using China Union Pay
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