Page 115 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.6 INCREASING PURCHASING: ON-LAND
Our findings illustrate how value factors are the key to driving additional purchasing among those already visiting and buying from the on-land Duty & Tax Free retail offering in the European region. Other factors, such as free sampling also play a role and should also be considered when addressing strategies for driving further purchasing:
 Better pricing: As previously mentioned, competitive pricing is a key consideration among European cruise travellers and its position as the leading factor for increasing purchasing further illustrates the areas of overall importance. Operators should therefore ensure that the pricing benefits of shopping in that location compared to other Duty & Tax Free offerings along with local stores are communicated. This should be supported with pricing discounts wherever possible.
 Better promotions: With better prices being the leading driver, focus promotional activity on price based mechanics, such as multi-buy or single item discounts. Support this with ‘flash sales’ and location specific offerings, such as exclusive GWPs.
 Free sampling: Offer in-store and port based free sampling, particularly on higher value items. Supplement with trained staff to further reassure customers of product quality.
ADDITIONAL PURCHASE DRIVERS: ON- LAND
Base: On-land buyers (183)
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