Page 58 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.2.3.1 STRONG PERFORMERS: PRODUCT DISPLAYS
Product displays provide the opportunity for retailers and brands to showcase the range of products available to potential buyers in an attractive and visually stimulating fashion. Product displays should be considered a leading tool to encourage shopper engagement.
PRODUCT DISPLAYS PRIORITY RATING: 3
Retailers should look to drive product range excitement
through display originality. Drive this through branded and product oriented fixtures, such as seasonal produce or local festival themed fixtures, particularly at on-land stores, or pop up stands showcasing leading Alcohol, Watches & Jewellery, or Souvenir ranges. Support this with digital initiatives, such as product videos or iPad, and dynamic display based fixtures, such as mannequins in Fashion stores.
Operators should also look to maintain visually appealing displays through setting merchandising limits to prevent overstocking. This is particularly the case on table based displays where items such as handbags should be removed from their packaging and aligned, particularly with higher-end brands such as Guess or Michael Kors.
Operators should also look to drive multi-purchasing using product displays, for example Fashion based displays should look to promote ‘Wardrobe building’ and Beauty stores should incorporate ‘routine’ based displays, as well as up-trading in categories such as Alcohol, through branded displays emphasising premium offerings, e.g. a Bombay Gin display incorporating all Bombay variants, but emphasising ‘Star of Bombay’.
ON-BOARD...
ON-LAND...
Much weaker perceptions among German shoppers. Male, younger and North European travellers most positive.
Figure 20: Product Displays Perceptions: On-land
Strongest perceptions
younger and male
European travellers also more positive,
Figure 19: Product Displays Perceptions: On-board
among shoppers.
Italians, North
Excellent Very Good Good Poor/Very/Extremely Poor
15%
30%
48% 7%
Excellent Very Good Good Poor/Very/Extremely Poor
18%
38%
41% 3%
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