Page 105 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.3.1 GOOD QUALITY
The item being good quality is considered the most important factor driving main item purchases in the on-land cruise channel among European travellers.
Store operators should therefore look to emphasise the quality of products on offer, particularly in higher value categories, such as Fashion & Accessories. Drive this through prioritising well-known brands in marketing communications, supplimenting this with local, high quality offerings to drive differentiation from other Travel Retail channels the shopper may have come into contact with during their trip.
Support this with in-store product sampling with trained staff to reassure shoppers of product quality and also promote trading up to more expensive variants. Potential also exists to further reassure shoppers of quality through providing certificates of autheniticity, particualrly in higher value categories.
Table 21: Good Quality: Proposed Actions
Proposed Actions
 Deliver quality as a leading message in marketing communications through prioritising well-known brands but supplementing these with local, high quality offerings to differentiate from other Travel Retail channels
 Provide product sampling with trained staff to illustrate quality and promote up- trading to more expensive variants
 Drive further reassurances of quality via providing certificates of authenticity with higher value purchases
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