Page 156 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
ALCOHOL – FUTURE DEVELOPMENT
PRIORITY AREAS
PRODUCT RANGE
Ensure wide product offering. Prioritise well-known brands and supplement with lesser known variants.
BRAND & CATEGORY COMMUNICATION
Ensure ease of navigation by using branded or category wall-bay and gondola headers.
CATEGORY EVENTS
Drive interest in the category by hosting in- store Alcohol related events such as tasting & mixology classes.
PROMOTIONS & ADVERTISING
Highlight promotions and Duty Free savings with eye catching POS and dedicated promotional wall-bays.
DUTY & TAX FREE EXCLUSIVES
Highlight Duty & Tax free exclusives in advertisements and dedicated wall-bays or gondolas.
EXAMPLE 1: CELEBRITY SILHOUETTE
 Brandandcategorycommunicatedstronglythroughtheuseofwall-bay headers.
 Mostpopularbrandsprioritisedviadedicatedwall-bays.
 Dedicatedin-storeareafortastingopportunities.
 Smallerbottleformatsattillpointtodriveimpulsepurchasing.
EXAMPLE 2: NORWEGIAN GETAWAY
 Gondolasandwall-bayshighlightavailabilityofwell-knownbrandswith lesser known variants positioned nearby.
 Mostpopularbrandsprioritisedviadedicatedgondolas.
 DutyandTaxfreeexclusivesarehighlightedusingproductspecific
advertising.
EXAMPLE 3: INDEPENDENCE OF THE SEAS
 Strongcommunicationofpromotionalactivitythroughwall-bayand gondola headers.
 Promotionalactivitycoversnumeroussub-categoriestocaterforvarious shopper types as well as promoting multiple item purchasing.
 ‘Pricematchguarantees’providedtoreassureshoppersofcompetitive pricing
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