Page 185 - European Cruise Traveller Duty & Tax Free Retail

Recommendations for Channel Differentiation On-land:
 Use location identity to differentiate store designs and to make visiting the store an extention of holiday experience
 Decorate stores to reflect local culture; potential to theme store design in line with local festivals or celebrations
 Support with location based product offerings such as local specialities, brands and traditional items
 Drive differentiation through competitive pricing
 Ensure benefits of shopping in that particular location are
communicated through in-store and outside store signage,
digital displays, and pre-trip where possible
 Benchmark ‘bestsellers’ prices against local stores to
provide shoppers with reassurance that they are getting the best prices; potential to support this with ‘price match’ guarantees
 Support with traditional promotional mechanics, such as price discounts and multi-buy offers, as well as more bespoke acivity, such as ‘flash sales’
 Provide a wide location based offer and drive gift purchasing through souvenir ranges
 Offer local specialties, product ranges and brands; ensure product relevance and heritage is communicated through on-shelf or display communciation
 Support gift purchasing through dedicated location based gift ranges across various price points; support further through additional services such as personalisation and gift wrapping; potential to drive combined self and gift purchasing through communicating multi-buy discounts as ‘one-for-me-one-for-you’ offers
 International brands should look to supplement product ranges with location based packaging or location specific GWPs where possible to cater for those wishing to purchase a regular brand but also seeking a memento of their trip
Drive differentiation through competitive pricing and a location based offering
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
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