Page 181 - European Cruise Traveller Duty & Tax Free Retail

Recommendations for Shaping Shopper Behaviour On-board:
 Promote purchase planning through communicating on-board retail offer prior to trip
 Do this via cruise line websites & direct contact, focusing on key areas of offer, such as featured stores, brands, and promotions. Support with photographs and virtual tours.
 Incorporate online pre-ordering into cruise line websites where possible
 Promote souvenir purchasing through ensuring a good mix of both location and cruise liner based souvenirs
 Brands in other categories should look to take advantage of the high demand for Souvenirs through offering cruise line or location oriented packaging or GWPs.
 Deliver quality and competitive pricing as leading messages when communicating available products and product ranges to drive perceptions of affordable luxury:
 Use product displays and special events to communicate product heritage, production methods & country of origin
 Communicate price benefits of on-board retail offer through benchmarking key product lines with domestic prices to highlight key savings
 Support with range of promotional activity including traditional mechanics, such as price discounting, to ‘discount days’ or category specific ‘flash sales’
 Drive up-trading among leading brands through highlighting price advantages of purchasing at on-board stores and ensuring trade- up opportunities are available, emphasising the benefits of the more premium models.
Drive purchase planning through pre- trip communications; potential also exists to provide online based pre-ordering
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Ensure a wide range of souvenirs and prioritise quality and competitive pricing in promotional messages
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