Page 45 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.1.1.2 ADVERTISEMENTS OR POSTERS
Our research indicates that communicating the Duty & Tax Free offering via advertisements or posters is the second leadng method of raising awareness among European cruise travellers.
By their very nature, advertisements and posters must attract immediate attention in order to drive increased levels of awareness and interest in the Duty & Tax Free offering. Focus should therefore be placed on key aspects of the offering, such as leading or exclusive product lines or promotional activity, particularly time limited initiatives.
Specialist on-board events such as fashion shows or sampling evening should also be advertised in this manner to drive perceptions of the retail as a key on-board activity.
On-land stores should ensure signage is present in ports with messages focusing on how the offer differs from the on-board offering. Information on store locations should also be communicated.
Table 4: Advertisements or Posters: Proposed Actions
Proposed Actions
 Focus communications on key aspects of the product offering, such as Duty & Tax Free exclusives, limited editions or location specific offerings
 Use posters / advertisements to prepare travellers for on-board store ‘discount days’ and special shopping based events, such as Fashion Shows
 On-land store operators to use in-port signage to drive awareness of ‘flash sales’ and key areas differentiating the on-land offer from the on-board channel. Potential to also theme posters with local festivals or seasonal activity
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