Page 68 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.1.1.2 TO PASS THE TIME
Browsing to pass the time was identified as a key reasons to visit the on-board Duty & Tax Free stores by around 2 in 5 on- board visitors.
As is the case with ‘to browse and maybe buy something’ as a visiting driver, to pass the time again illustrates a tendency towards a passive shopping style illustrating the importance of captivating the shoppers interest with the range on offer.
Browsing to pass the time could be driven by travellers wishing to take part in activities whilst on-board the vessel. Operators should look to therefore promote the on-board retail offer as a key on-board activity to driving interest among those looking for something to do. Drive this through in-store activities, such as, product sampling sessions, luxury shopping experiences, or product range reviews or seminars.
Use on-board magazines, in-store and wider vessel advertising and direct contact with staff to support this.
Table 9: To Pass the Time: Proposed Actions
Proposed Actions
 Position on-board shopping alongside other on-board activities both pre-trip via direct communciations and via operator websites, and well as on-board via on- board magazines and wider cruise liner marketing activities
 Introduce shopping based activities, such as product sampling session, luxury shopping experiences, such as personal shopper or closed store shopping experiences, and category or brand based seminars
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