Page 128 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.4.1.1 PREFER TO SPEND ON SOMETHING ELSE INSTEAD
Preferring to spend money on something else is the leading factor preventing travellers from visiting a Duty & Tax Free store during their trip.
It is likely that this barrier is driven by pre- conceptions of the Duty & Tax Free service, with negative existing perceptions potentially causing shoppers to prioritise other activities for their expenditure.
Store operators should look to differentiate the cruise offering, both on-board and on- land from one another and other Duty & Tax Free channels via exclusivity based promotional offers and product lines. Drive this via pre-trip communications to promote budget planning, as well as on-trip advertising on cruise liners and in ports.
Potential also exists to target travellers outside the shopping environment via non- store based activities, such as theatre based Fashion shows or by offering discounts when engaging with other services, such as a 10% discount on certain product lines when the traveller books onto a certain excursion.
Table 28: Prefer To Spend On Something Else Instead: Proposed Actions
Proposed Actions
 Use exclusive product lines and promotional activity to differentiate from other Duty & Tax Free retail offerings. Communciate this pre- and during the trip
 Encourage interaction with the Duty & Tax Free offering in a non-shopping based environment, such as theatre based fashion shows
 Offer special discounts on Duty & Tax Free items via collaboration with other services, for example discounts on certain products when booking an excursion
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