Page 116 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.2.6.1 LEADING PROMOTIONAL MECHANICS: ON-LAND
A range of attractive promotional activities has been identified throughout this section as a key means of driving both self and gift purchasing, promoting non-regular brand purchasing and driving additional purchasing among those already buying from an on-land Duty & Tax Free store. Furthermore, promotional activity has the potential to drive the immediate interest in the offer necessary to increase footfall.
In addition to using bespoke, location specific promotions, such as ‘flash sales’ where selected items have a 10% discount between 4pm and 5pm for example, operators should look to use on-going traditional promotional mechanics to drive interest in the offer and shape shopper behaviour. Our findings show that the most popular promotional mechanics among European cruise travellers are:
 Discount on a single item: Above average for British travellers. Also more popular among older and female travellers as well as those cruising in the Mediterranean.
 Buy one get one free: More popular among British, older, and female travellers, as well as those cruising in the Mediterranean.
 Free gift with purchase: Most appealing to British, Italians, and older travellers as well as those travelling in Northern Europe.
LEADING PROMOTIONAL MECHANICS: ON-LAND
Base: On-land buyers (183)
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