Page 122 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.3.1.2 PRICES MORE EXPENSIVE COMPARED TO OTHER STORES
Negative perceptions of
pricing compared to other
retail outlets the shopper
may experience during
their trip is the second most
prominent barrier to purchase among European cruise shoppers.
It is therefore key for store operators to drive perceptions of value among shoppers in the European region.
Communicate the pricing benefits of shopping in Duty Free. On-board store operators should do this via pre-trip communications, on-board magazines, and both in-store and wider cruise line signage; on-land operators should ensure clear signage throughout the port and support this with flyers benchmarking Duty & Tax Free prices with those available at local retail outlets.
Offering products that are not comparable with domestic or non-Duty & Tax Free based retail, such as cruise line exclusives, is another method of combating negative price perceptions.
Table 26: Prices More Expensive Compared to Other Stores: Proposed Actions
Proposed Actions
 Communicate pricing benefits of Duty & Tax Free shopping via benchmarking leading brands with domestic and location prices
 Drive this on-board via pre-trip communications, in on-board magazines and signage
 Drive this on-land via port advertising
 Introduce more non-comparable products, e.g. Duty & Tax Free exclusives
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