Page 175 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
9 SUMMARY & RECOMMENDATIONS
As one of the global cruise industries leading regions, Europe presents significant opportunities for both brands and cruise channel Duty & Tax Free retailers and brands. This is particularly the case when considering how the vast majority of European cruise passengers visit a Duty & Tax Free offer during their trip, with the majority of these going on to make a purchase.
Based on our findings, we have presented various recommendations for enhancing the Duty & Tax Free offer in the European cruise channel, however these can be summarised into three main themes.
 Increasing footfall
 Channel differentiation and
 Shaping shopper behaviour
Whilst we see similarities in themes across the three cruising regions we have covered in our cruise report series, it is key for retailers and brands to approach these themes and tailor strategies on a regional basis due clear variances existing between traveller types and shopping habits on a regional basis.
In addition, whilst often categorised as part of the same channel, we continue to assess the on-board and on-land Duty / Tax Free retail offers as separate sub-channels due to each offering different shopping experiences and driving different shopping behaviours.
With high passenger traffic along with high rates of purchasing, the European cruise sector presents significant potential for both Duty & Tax Free store operators and brands
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