Page 107 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.3.3 ATTRACTIVE PROMOTION
Attractive promotional activity is considered a leading purchase driver for 1 in 5 of those buying their main item from an on-land store during their last trip in the European region.
This again illustrates how pricing is a key consideration among European cruise travellers purchasing from the on-land offer.
Operators should therefore ensure a good mix of promotional activity using a range of traditional mechanics, such as price discounts and multi-purchase offers.
These should be supplemented with more specialised activity, such as ‘flash sales’ or ‘last minute’ discounts, where travellers soon to depart incur extra cost savings.
This should be supported by brands through regional Duty & Tax Free exclusives, location based packaging or location specific GWPs where possible to provide a point of difference from other Duty & Tax Free channels.
Table 23: Attractive Promotion: Proposed Actions
Proposed Actions
 Incorporate a range of traditional promotional mechanics, such as price discounts and multi-buy offers
 Supplement this with specialised promotional activity, such as ‘flash sales’ or ‘last minute’ offers
 Brands to support with Duty Free exclusives, location specific GWPs and location based packaging
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