Page 121 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.3.1.1 NOT FINDING ANYTHING OF INTEREST
Not finding anything of interest
is the most prominent
purchase barrier for European
cruise travellers visiting a store
but not going on to make a purchase. This is a significantly stronger barrier among British shoppers and is also more prominent among females, older shoppers, and those travelling in the North European / Nordic region.
With a high proportion of service browsers being potentially interested in making a purchase, as illustrated by ‘to browse and maybe buy something’ being the leading visit driver both on-board and on-land in the European region, operators must look to drive interest and excitement in the product offering in order to entice these shoppers.
Drive this through engaging product displays, potentially using digital activations. Store-in-stores and sampling events also have the potential to drive engagement.
This should be supported by specialist promotional activity, such as discount days or happy hour offers on certain product lines or brands to further drive interest.
Table 25: Not Finding Anything of Interest: Proposed Actions
Proposed Actions
 Focus on shopper engagement through exciting displays; incorporate digital activations, store-in-stores and promotional events into retail environment
 Support engagment initiatives with specialist promotional activity such as
discount days or happy hour based offers where time limited discounts are available on certain brands or product lines
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