Page 129 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.4.1.2 NOT INTERESTED IN PRODUCTS BEING SOLD
Not interested in the products being sold is a barrier to visiting a Duty & Tax Free outlet for 35% of those aware of a service but not going on to visit.
This clearly illustrates the extent to which pre- conceptions of the offer are acting as a key barrier to visiting.
Store operators should therefore look to redefine the service being offered via product range differentiation. This should be supported by communicating key differentiating factors both pre-trip and when the traveller is on-board the cruise or in-ports.
Drive differentiation through location based product offers, Duty & Tax Free exclusives and promotional activity. High quality local products, brands and exclusive variants should also be offered, alongside the more traditional Duty & Tax Free offering. On-land operators should also look to decorate stores to reflect the local culture.
Table 29: Not Interested in Products Being Sold: Proposed Actions
Proposed Actions
 Differentiate the Duty & Tax Free offer from other Travel Retail channels
 Drive this via offering location based offer, Duty & Tax Free exclusives and
promotional activity
 On-land stores to support this via store decorations / sections of stores to
reflect local culture
 Communicate key points of difference via on-board magazines, staffed
promotional displays and cruise liner / port based signage
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