Page 152 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
BEAUTY – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Use wall-bay and gondola headers to communicate key brands or category type.
‘LOOK’ BUILDING & RANGE
Merchandise complementary products together to provide multi-item offerings.
DIGITAL ACTIVATIONS
Use digital displays to provide dynamic advertising and drive interest and interaction.
CONSULTATIONS & SAMPLING
Provide dedicated store areas for consultation and sampling sessions with trained staff.
DUTY & TAX FREE EXCLUSIVES
Highlight range of Duty & Tax Free exclusives through dedicated signage and displays.
EXAMPLE 1: CELEBRITY SILHOUETTE
 Clearbrandcommunicationviawall-bayandshelf-edgeheaders
 ‘Look-building’(productsthatcanbeworntogether)advertisementsthat incorporate the use of 3 or more products. Complementary skincare and
makeup products merchandised close together
 Productsgroupedbasedonusageandmerchandisedinshadegradient
i.e. progressing from lighter to darker shades
 Testersareavailableforeveryproduct
EXAMPLE 2: NORWEGIAN GETAWAY
 Strongbrandcommunicationthroughbrandedwall-bayswithclear brand headers
 Optimisedshelfspaceprovidingwideproductofferingandillustrating range depth
 AvailabilityofTravelRetailexclusiveshighlightedthroughtheuseofclear fixture headings
EXAMPLE 3: VIKING STAR
 Clearbrandcommunicationandstorenavigationviawall-bayheaders
 Useofdigitalmediaadvertisingavailablebrandsandnewproduct
offerings
 Dedicatedin-storeareaforBeautyconsultationsandproductsampling
opportunities.
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