Page 134 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.4.2.1 FUTURE BROWSING DRIVERS: NON-VISITORS
With more than half of those aware of a Duty & Tax Free store not going on to visit during their most recent cruise in the European region, significant potential exists to drive increases in store footfall to both on-board and on-land channels going forward.
In addition to negating the impact of the visiting barriers we have outlined earlier in this section, retailers and brands should look to drive interest in the channel through initiatives that are most likely to generate excitement regarding the products on offer, improve channel perceptions and drive channel differentiation.
Although our research highlights several leading areas to focus on when looking to drive increased footfall going forward, improving perceptions of value via communicating direct price advantages and promotional activity, and free sampling should be considered priority areas:
 Improve perceptions of value: Highlight the price advantages of Duty & Tax Free shopping, with emphasis on that particular location. Benchmark prices against domestic / local prices to provide comparisons. Support this with promotional activity ranging from traditional mechanics, such as multi- buy discounts, to more specialist initiatives, such as time limited offers.
 Free sampling: Provide free sampling both in-store and in wider areas, such as cruise liners and ports. Potential to expand sampling on-board to other services, such as Confectionery sampling as a restaurant dessert option, or cosmetics sampling via complimentary spa treatments.
FUTURE BROWSING DRIVERS: NON- VISITORS
Base: Aware non-visitors (97)
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