Page 183 - European Cruise Traveller Duty & Tax Free Retail

landmarks, sightseeing trips and local maps to drive
interaction with publications
 Drive awareness through in-port signage highlighting store
location and key areas differentiating offering from other Travel Retail channels, such as location specific offerings. Theme posters in line with local festivals, seasonal activity and local landmarks
 Use in-port announcements to highlight key aspects of the Duty & Tax Free offering; focus communications on special promotional activity, such as time limited discounts e.g. ‘final hour discounts’ or ‘flash sales’, best sellers, leading product lines and location specific offerings exclusives. Ensure announcements coincide with passengers disembarking cruise liners
 Drive footfall to on-land Duty & Tax Free service through generating interest in the available offering:
 Encourage visiting in-port with dedicated product displays and staffed fixtures providing information on store location and key product lines; support this with product sampling where possible
 Drive interest among ‘passing shoppers’ via store entrance displays and signage highlighting best sellers, local product ranges and promotional activity
 Offer a wide range of local products and souvenir related items across various price points to cater for different shopper types and purchase reasons
 Differentiate international brands through location-based packaging, exclusive products, or exclusive promotional items, such as GWP’s
 Incorporate souvenir based information into complimentary location based literature, such as guide books or location maps
 Provide gift solutions across various price points; potential to provide multi-buy discounts to promote combined self and gift purchasing
Drive interest through in-port and store entrance displays and through emphasising location specific product ranges
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
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