Page 108 - European Cruise Traveller Duty & Tax Free Retail
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6.2.2.3.4 OTHER KEY PURCHASE DRIVERS
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Leading driver among:
• British & older buyers
• Northern Europe & Nordic travellers
Proposed Actions:
• Provide multi-buy opportunities, such as multi-packs
• Support this with multiple purchase discounts
Leading driver among:
• Italian & female buyers
• Mediterranean travellers
Proposed Actions:
• Ensure that the retail offer includes leading brands
• Use leading brands to communicate price benefits of shopping in that location
Leading driver among:
• British & older buyers
• Northern Europe & Nordic travellers
Proposed Actions:
• Provide range of high quality souvenirs and incorporate souvenir based offering into other categories, e.g. location specific GWPs or packaging
• Provide in-store ’location experts’ to provide information on relevance of products to the location
Leading driver among:
• German & older buyers
• Mediterranean travellers
Proposed Actions:
• Ensure range of well-known international brands
• Provide opportunities to trade up within product ranges
• Prioritise well-known brands in promotional activity
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