Page 71 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
5.1.1.3 TO LOOK FOR NEW PRODUCTS
Looking for new products is a
driver for 40% of those visiting
an on-board Duty / Tax Free
store during their trip. This
illustrates how a high
proportion of Asian shoppers are keen to see something new and interesting.
New products should be highlighted to passengers through advertisements and articles in on-board magazines, boarding pass and ticket advertising and throughout the Duty / Tax free store via signage, on product labels and dedicated new product displays. Emails to passengers prior to travel highlighting new products would also drive awareness.
New product sampling opportunities should also be considered and where possible tied into specialist events. For example, new Alcohol and Confectionery product tasting sessions; Fashion and Jewellery catwalk shows; ‘tech nights’ highlighting new products in the Electronics category, and spa treatment sessions exclusively using newly introduced Beauty product lines.
Table 10: To Look for New Products: Proposed Actions
Proposed Actions
 Ensure strong awareness of new products:
 Introduce new product specific advertising via new product displays and
signage in-store, on-board magazines articles, and boarding pass
advertisements
 Email travellers prior to travel informing them of new product opportunities
 Offer free-sampling services positioned around specialist events
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