Page 179 - European Cruise Traveller Duty & Tax Free Retail

Recommendations for Channel Differentiation On-board:
 Use extended time travellers are exposed to the on-board Duty & Tax Free offering through specialist events and shopping activities
 Store operators to drive interaction and engagement through luxury shopping experiences, such as personal shoppers, or closed stores
 Brands to drive brand recruitment through specialist branded events, such as branded sampling evenings in the Alcohol & Confectionery categories, branded ‘tech lounges’ in the Electronics category, and branded spa treatments or in-store consultations in the Beauty category.
 Promote luxury experiences and specialist events using messages of self-treating and indulgence
 Promote price benefits of Duty & Tax Free shopping, with emphasis on that particularly cruise liner
 Provide in-store price comparisons with domestic prices to reassure travellers of price advantages
 Support this with range of traditional promotional mechanics, such as multi-buy and single-item price discounts
 Use specialist promotional activity, such as ‘discount days’ to drive positive price perceptions and impulse purchasing
 Tailor product ranges to cruise region
 Tailor product ranges on a location basis e.g. Greek and
Turkish products on Eastern Mediterranean cruises, French, Italian and Spanish products in the Western Mediterranean, artistic and heritage based products on Baltic cruises and geographical based offerings in the Nordic region
 Brands to support this through regional or cruise line based exclusives and location based packaging
 Provide differentiated souvenir offering through range of location and cruise line based items
On-board retailers should take advantage of the increased time period travellers are exposed to the Duty & Tax Free offer through driving service engagement
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Opportunity exists to tailor product ranges to the location in which the cruise is taking place
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