Page 112 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
DRIVING NON-REGULAR BRAND PURCHASING...
Our research highlights several areas driving non-regular brand purchasing among those purchasing their main item at an on-land Duty & Tax Free store during their cruise in the European region.
However, as we have found in other areas, value is a key consideration impacting the European cruise traveller’s purchasing decision behaviour when considering non- regular brand purchasing at on-land stores.
 The product had a good price is the leading factor causing a buyer to purchase a non-regular brand from an on-land Duty & Tax Free store during their trip. It is therefore key for operators to ensure competitive pricing throughout all categories and for this to be communicated via port and in-store advertising.
 Special price promotion is a key consideration for 1 in 5 of those purchasing a non-regular brand. Price promotions should therefore be prioritised in the promotional mix, with traditional mechanics such as direct single item discounts, along with multi- purchase offers. Operators should look to supplement this with specialised, location specific pricing discounts, such as ‘Civitavecchia Price Cuts’ to drive perceptions of promotional discount exclusivity.
NON-REGULAR BRAND PURCHASE DRIVERS: ON-LAND
Base: On-land non-regular brand main item buyers (44)
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