Page 140 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
WATCHES & JEWELLERY – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Enhance brand differentiation by using branded cabinets and displays.
‘LOOK’ BUILDING & RANGE
Merchandise matching products close together to provide multi-item offering.
CONSULTATIONS/ STORE FACILITIES
Provide dedicated areas to try on products with trained members of staff.
PROMOTIONS & ADVERTISING
Highlight promotions using eye-catching POS. Communicate price advantages clearly.
EYE-CATCHING/ UNIQUE DISPLAYS
Use eye-catching/ unique displays to highlight new, exclusive or best- selling products.
EXAMPLE 1: INDEPENDENCE OF THE SEAS
 Strongbrandcommunicationthroughtheuseofbrandedproductdisplay cabinets.
 Promotionsareclearlycommunicatedusingback-litcabinetheaders
 DedicatedareaforWatch&Jewelleryconsultationsandproductfittings
prior to purchase.
EXAMPLE 2: SERENADE OF THE SEA
 Brandiscommunicatedstronglythroughtheuseofbrandedwall-bay headers and cabinets
 Promotionsandadvertisementsarecommunicatedusingdigitaldisplays.
 New/best-sellingproductsarehighlightedusinginnovativeandeye-
catching displays.
EXAMPLE 3: CELEBRITY EQUINOX
 Servicedrivenenvironmentwithaclearareaforconsultationsand personal staff assistance.
 Merchandiseenclosedincabinetsdrivingperceptionsofluxury.
 Productsaregroupedinto‘looks’toencouragemulti-purchasing.
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