Page 187 - European Cruise Traveller Duty & Tax Free Retail

Recommendations for Shaping Shopper Behaviour On-land:
 Increase planning through increasing exposure pre-trip:
 Drive awareness through on-line advertising on trip review or tourism based websites. Ensure adverts link back to
store websites and product lines are available to browse.
 Increase exposure in-port through advertisements and via incorporating advertising into ‘service documents’ such as
local maps or tourism guides
 Drive souvenir purchasing:
 Provide wide range of location based items and highlight heritage and location relevance in product information
 Provide Souvenirs across various price points to appeal to
various shopper types, e.g. those looking for high-quality,
bespoke souvenirs, and those looking for tokens of their trip
 International brands should also look to provide location specific offerings through aspects such as GWPs or packaging designs reflecting local landmarks and culture
 Drive perceptions of quality:
 Deliver quality as a leading message in marketing
communications through prioritising well-known brands; supplementing these with local, high quality offerings to differentiate from other Travel Retail channels
 Provide product sampling with trained staff to illustrate quality and promote up-trading to more expensive variants
 Drive further reassurances of quality via providing certificates of authenticity on higher value purchases
 Drive non-regular brand purchasing through brand specific in-port and in-store advertising, focusing on the pricing benefits of shopping at that location and trying something new
 Supported with product sampling wherever possible along with trained staff or brand ambassadors attracting shoppers to certain brands and providing information on certain variants
Increase pre-trip purchase planning through increased visibility of available offers online
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Drive perceptions of quality through prioritising well- known brands in marketing activity and through product sampling
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