Page 103 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.2.1 PLANNED PURCHASES: ON-LAND PLANNING EXTENT
Just over half of main items purchased on- land (52%) (i.e. the item the buyer considers to be their most important Duty / Tax Free purchase from their trip) were planned, illustrating a fairly strong trend towards impulsive behaviour among on-land buyers in the European region.
This is a trend further supported by just 47% of those planning their main purchasing knowing the exact product they wished to purchase. Therefore, operators and brands have a clear opportunity to influence shopper behaviour among those purchasing from the on-land channel with regard to driving up-trading and brand recruitment.
Drive this through attracting shoppers to certain brands or product lines via providing a range of promotional activities, from direct price discounts and multi-buy offers to location specific GWPs and location specific packaging.
Further support this through in-store product sampling wherever possible, particularly with local or lesser known brands or variants. This could also be conducted outside the store environment, such as in-port Confectionery sampling stands or handbag display stands.
Direct staff contact should also be encouraged, particularly within the Souvenir category where operators should look to provide trained location ‘experts’ to assist shoppers with information regarding product relevance to the location and highlight key product offerings.
PLANNING EXTENT: ON-LAND
Base: On-land planned main item buyers (66)
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