Page 67 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.1.1.1 TO BROWSE AND MAYBE BUY SOMETHING
The main driver for visiting
Duty / Tax Free stores on-
board cruise liners in the European region is to browse
and maybe buy something,
cited by 54% of on-board store visitors.
.
This suggests a relatively passive shopping style; the visitor is open to the Duty & Tax Free offering and is open to being tempted into making a purchase.
Store operators should look to increase interest in the products range through capturing the attention of shoppers via in- store activations, such as dedicated displays of new products, Duty & Tax Free exclusives or limited editions, and dynamic window displays. Potential also exists to drive engagement with product ranges via interactive fixtures through incorporating touch screens and product information.
Shopping related activities, such as product sampling sessions or new product launch events could also drive engagement and generate interest.
Table 8: To Browse and Maybe Buy Something: Proposed Actions
Proposed Actions
 Encourage casual browsing by promoting shopping as a key on-board activity in pre-trip communications and in on-board magazines
 Drive product interest through dedicated in-store fixtures of new products, Duty & Tax Free exclusives and limited editions and dynamic window displays
 Drive engagement through interactive displays in-store and shopping related activities, such as product sampling sessions and new product launch events
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