Page 69 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
5.1.1.1 TO TAKE ADVANTAGE OF GOOD PRICES
Our research suggests that 41% of on-board Duty / Tax Free service visitors browse the available offer to take advantage of good prices.
This indicates an active mindset among some browsers; a perception of a pricing benefit is required to convert these shoppers into buyers. Therefore drive sales through competitive pricing and ensuring the traveller is aware of the pricing benefits.
This is particularly the case in key luxury categories; offer affordable luxury and exclusive discounts for cruise travellers. However, do this through communicating price savings vs. domestic retail rather than promotional activity to maintain luxury perceptions.
Drive pricing benefit awareness through product advertisements or articles in on- board magazines. Store staff should also be used to drive the perception of lower prices through direct engagement with store visitors. In addition, contact travellers prior to their trip to highlight key pricing benefits within specific product ranges.
Table 8: To Take Advantage of Good Prices: Proposed Actions
Proposed Actions
 Drive sales through communicating price savings:
 Communicate pricing benefits with travellers via on-board magazines and
direct contact with store staff
 Contact travellers via email prior to travel highlighting key pricing benefits
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