Page 167 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
ELECTRONICS & TRAVEL ACCESSORIES – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Communicate available brands and category by having brand/ category specific stores.
DIGITAL ACTIVATION
Use digital screens and tablets to advertise products and available promotions.
PROMOTIONS & ADVERTISING
Highlight promotions and cost savings by using shelf edge displays. Provide technical specifications to advertise product quality.
PRODUCT TESTING / CONSULTATIONS
Provide dedicated areas for passengers to test products and receive consultations from technical experts.
PRODUCT RANGE
Ensure a wide range of brands and device types at various price points to cater for all consumers.
EXAMPLE 1: NORWEGIAN GETAWAY
 Brandandcategorywall-bayheadersallowforeasynavigation.
 Leadingbrandsprioritisedviadedicatedwall-bays.
 Useofdigitalscreensallowsforproductdemonstrationsandadvertising.
 Glasscabinetsallowforproductspotlightingandsignageoutlining
technical specifications.
EXAMPLE 2: CELEBRITY SILHOUETTE
 Strongbrandcommunicationthroughtheuseofabrandspecificstore/ lounge which also has reassurances regarding authenticity.
 Dedicatedareaforstaffconsultationsandproducttesting
 Relevantproductaccessoriesarestockedclosetoelectronicitemsto
encourage additional purchasing.
 Arangeofdevicetypesareavailabletosuitvariousconsumerneeds.
EXAMPLE 3: CELEBRITY EQUINOX
 Useofpop-uppromotionaltabledrivesinterestincategoryoffering
 Sub-categoryspecificdisplayprovidesproductfocuswhilstalso
illustrating range depth via wide brand offering.
 Brandedanddetailedtechnicalspecificationsareprovidedto
communicate brand and highlight product quality.
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