Page 60 - European Cruise Traveller Duty & Tax Free Retail
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Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Increase sampling opportunities both in-store and in wider areas: In-store:
o Ensure ‘try-before-you-buy’ opportunities are available wherever
possible e.g. testers in Beauty category, staffed stands, and mirrors
& changing rooms in Fashion & Accessory outlets Outside stores:
o On-board: Promote sampling events, such as Alcohol sampling evenings in bars as key activities & use merchandise to provide other services, such as internet cafes. Incorporate sampling into other services, such as restaurant menus or spa treatments
o On-land: Offer dedicated staffed sampling stations in cruise terminals; potential to also offer samples as traveller disembark, e.g. fragrance cards or chocolate bars
Increase product information through on-shelf POS.
Merchandise product groups separately to provide clear store layout; support this with clear sub-category headers
Provide information outside the store:
o On-board: Provide relevant product info in other areas such as bars
and support via articles in on-board magazines. Potential to provide product information through special events, such as seminars
o On-land: Provide port based information via staffed stands, signage and displays where possible
Tailor the store environment to the products on offer, e.g. drive perceptions of luxury through store layout and through offering luxury shopping experiences
On-land stores in particularly should look to reflect aspects of local culture and heritage via the shopping environment
Ensure store overcrowding does not negatively impact shopping environment through increasing staff level during peak times or operating store capacity limits
Maintain shopper availability by ensuring tasks such as restocking are only conducted during off-peak times
Provide trained category experts to assist shoppers and provide recommendations, particularly in location and luxury based offerings. On-board stores to train certain staff in full retail offering to provide experienced personal shopper service
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