Page 177 - European Cruise Traveller Duty & Tax Free Retail

Recommendations for Driving Footfall On-board:
 Drive awareness of available on-board Duty & Tax Free offering:
 Provide Duty & Tax Free catalogues in cabins outlining general range but focusing on key product lines. These should be supplemented with more specific sections on gift ranges, location specific offerings, promotional activity
and Duty & Tax Free exclusives
 Use posters / advertisements to communicate key aspects
of the product offering, and to prepare travellers for on- board store ‘discount days’ and special shopping based events, such as Fashion Shows
 Drive awareness through on-board annoucements regarding key product lines, special events, store locations and opening times. Limit the number of daily announcements, so that travellers are not overwhelmed by information or become tired of messages
 Increase footfall to on-board Duty & Tax Free services through improving attractiveness and interest in the available offer:
 Encourage casual browsing by promoting shopping as a key on-board activity in pre-trip communications and in on-board magazines
 Drive product interest through dedicated in-store fixtures of new products, Duty & Tax Free exclusives and limited editions and dynamic window displays
 Drive engagement through interactive in-store displays and shopping related activities, such as product sampling sessions and new product launch events purchasing
 Ensure competitive pricing in all categories and across key product lines; benchmark on-board prices against domestic prices to provide clear pricing benefit illustration of Duty & Tax Free shopping
 Use special promotional events, such as time-limited discounts on certain products or categories
Drive awareness through Duty & Tax Free catalogues in cabins, poster & advertisements throughout the cruise liner and via on- board announcements
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Increase interest in available offer through encouraging casual browsing, driving product interest and through competitive pricing
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