Page 160 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
TOBACCO – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Ensure ease of navigation by using branded or category wall-bay and gondola headers.
PRODUCT RANGE
Highlight the availability of well-known brands in various pack sizes and formats to appeal to all consumers.
CATEGORY EVENTS
Drive interest in the category by utilising pop-up stores to drive interest in the category.
PROMOTIONS &
ADVERTISING
Communicate promotions and price advantages using eye- catching POS.
SMOKING FACILITY UTILISATION
Use smoking facilities to advertise brands / product lines to smokers where possible.
EXAMPLE 1: NAVIGATOR OF THE SEAS
 Categoryiscommunicatedthroughtheuseofwall-bayheaders.
 Leadingbrandsprioritisedwithdifferentvariantsavailableinvariouspack
sizes.
 Promotionsencouragemultiplepurchasingandarecommunicatedvia
on-shelf signage
EXAMPLE 2: CELEBRITY EQUINOX
 Promotionaloffersarecommunicatedclearlyusingwall-bayheaders and special promotional packaging.
 Popularbrandsareavailableinmanyformatsandpacksizesincluding Duty Free exclusive sizes.
 On-shelfbarkersareusedtohighlightpriceadvantagesofDutyFree purchasing.
EXAMPLE 3: REGAL PRINCESS
 Pop-updiscounttableshighlightTobaccopromotionsandcost-savings outside the store environment.
 Popularwell-knownTobaccobrandsfeaturepredominantlyandin multiple pack sizes.
 Pop-updiscountstoreisstaffedtoprovideadditionalproductand promotional information.
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