Page 131 - European Cruise Traveller Duty & Tax Free Retail

6.4.1.4 OTHER BARRIERS
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Leading barrier among:
• British, older & female travellers
• Mediterranean region
Overcome through:
• Communicate range of products in promotional activity
• Selectively expand product ranges to incorporate non-typical Duty & Tax Free offering; on-land operators in particular should look to do this via the Souvenir offering / range of local products
Leading barrier among:
• Older & male travellers
• North European / Nordic region
Overcome through:
• Offer range of traditional promotional mechanics supplemented with time- based offers, such as Discount Days or Flash sales
• Communicate price benefits of Duty & Tax Free shopping via benchmarking price savings against domestic or local prices
Leading barrier among:
• Older & male travellers
• North European / Nordic region
Overcome through:
• Communicate product range on-board via on-board magazine advertising and store catalogues and on-land via port advertising and signage
• Promote range using wide selection of international brands, supplemented with lesser known or local variants to illustrate range depth
Leading barrier among:
• North European / Nordic region
Overcome through:
• Offer promotional discounts and GWPs to negate exchange rate impact
• Price products in Euros and British pound
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