Page 52 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.2.1.1 AREAS TO ADDRESS: SAMPLING OPPORTUNITIES
Product sampling should be considered a key aspect of the on-board and on-land retail offer due to its ability to both shape shopper behaviour and overcome some typical purchase barriers, e.g. uncertainty over product likability, particularly with local or lesser known brands.
Improve in-store product sampling through offering various
‘try-before-you-buy’ opportunities, such as ‘testers’ for
Fragrances and other Beauty items, staffed promotional stands offering Alcohol or Confectionery samples, and the availability of changing rooms and mirrors in Fashion & Accessory based outlets.
Opportunity also exists to drive sampling outside the store environment, particularly on-board the cruise liner, through promoting special sampling events as key activities. Drive this through branded Alcohol sampling evenings, such as the ‘Bombay Sapphire Gin & Tonic Evening’, or internet cafes showcasing the latest technology (as seen on various Celebrity Cruises via the iLounge). Potential also exists to build sampling into other on-board services, such as restaurants to further drive brand awareness, e.g. branded desserts such as the ‘Cadbury Sampling Platter’ or the ‘Reese’s Peanut Butter Sundae’ or main course elements, such as Balmoral Chicken with a Johnnie Walker Whisky sauce.
ON-BOARD...
Sampling opportunities are one of the most negatively perceived areas of the on-board offer with negative ratings being most common amongst British travellers (33%), over 40s (29%) and those travelling in the North European / Nordic region (27%).
Figure 11: Sampling Opportunities Perceptions: On-board
ON-LAND...
Sampling opportunities is the weakest area of the on-land offer, with 27% possessing negative perceptions of this area from their last trip. This is most common among British shoppers (32%) and those aged over 40 years old (32%).
Figure 12: Sampling Opportunities Perceptions: On-land
SAMPLING OPPORTUNITIES PRIORITY RATING: 1
Excellent Very Good Good Poor/Very/Extremely Poor
11%
27%
38% 24%
Excellent Very Good Good Poor/Very/Extremely Poor
10%
27%
36% 27%
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