Page 102 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.2 PLANNING LEVELS: ON-LAND
Our findings show that two-thirds (67%) of on-land buyers plan to browse a Duty / Tax Free store during their trip, with 92% of these planning to make a purchase of some kind.
Visit planning is significantly more prominent among British and Italian buyers and is also above average for female shoppers purchasing on-land.
Operators should look to drive on-land store visit planning both pre-trip and in-port via increasing the exposure of the on-land offer as well as driving perceptions of differentiation compared to other Travel Retail channels, particularly the on-board cruise offer.
Drive this through pre-trip communications via advertising on trip review or tourism board websites. Ensure these incorporate links to store websites where future shoppers can browse the available offering.
In-port advertisements should also be provided with the potential to incorporate these into additional service style documents, such as local area maps.
Table 20: On-land Planning Levels: Proposed Actions
Proposed Actions
 Increase exposure pre-trip: Drive awareness through on-line advertising on trip review or tourism based websites. Ensure adverts link back to store websites and product lines are available to browse. Potential to support with pre-ordering.
 Increase exposure in-port: Use in-port advertisements to drive awareness and incorporate advertising into ‘service documents’ such as local maps.
 Focus communication on areas differentiating offer from other channels
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