Page 53 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.2.1.2 AREAS TO ADDRESS: PRODUCT INFORMATION
Information on products is key to allowing shoppers to make informed choices and feel comfortable in their purchase decision, particularly when considering non-regular or unfamiliar brand purchasing. This is particularly the case with less unfamiliar location based offerings.
Provide in-store product information via on-shelf signage and
barkers. Communicate product pricing and, where
promotional offers are applicable highlight the impact these have on item cost. In addition, separate certain product types to provide clear store layout and reduce confusion, e.g. within Whisky category, merchandise Scotch and American Whiskey separately and provide information on differing production methods and heritages. Souvenirs and local products should also be merchandised separately with information highlighting location relevance.
Product information should also be provided in areas outside the store. For example, on- board retailers should look to provide information regarding the Alcohol offering in on-board bars, Beauty product information in spas, and technology information in internet cafes; all of which should be supported via advertisements and information based articles in on-board magazines. Potential also exists to provide information via on-board special events, such as ‘Meet the Designer’ Fashion & Accessory seminars. On-land retailers should provide information in ports via signage, staffed promotional stands and product displays.
ON-BOARD...
Weaker perceptions are largely driven by British and German travellers, with Italians being much more positive. Older and females shoppers are significantly more negative.
Figure 13: Product Information Perceptions: On-board
ON-LAND...
Younger shoppers have a significantly more positive perception of this area compared to older shoppers. Males also have more positive perceptions compared to female shoppers.
Figure 14: Product Information Perceptions: On-land
PRODUCT INFORMATION PRIORITY RATING: 1
Excellent Very Good Good Poor/Very/Extremely Poor
10%
27%
46% 17%
Excellent Very Good Good Poor/Very/Extremely Poor
13%
31%
46% 10%
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