Page 106 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.3.2 PRICE CHEAPER THAN ELSEWHERE
The item price being cheaper than elsewhere is the second leading purchase driver for main items on-land.
As with the on-board offer, this illustrates how pricing is a key consideration for European shoppers when looking to make a purchase.
Store operators should therefore ensure competitive pricing throughout the full product range and communicate the benefits of shopping in that particular store through in-port, store window and in-store signage and advertising.
Operators should also look to benchmark in- store prices with local market prices to reassure the shopper they are getting the best price available in that location.
This should be supported with price based promotional discounts, particularly on leading brands.
Table 22: Price Cheaper Than Elsewhere: Proposed Actions
Proposed Actions
 Ensure competitive pricing through price monitoring
 Highlight pricing benefits of shopping in that particular store via in-port, store
window and in-store communications
 Support with price based promotional activity, such as direct price discounts,
focusing on leading brands
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