Page 69 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.1.1.3 TO TAKE ADVANTAGE OF GOOD PRICES
Taking advantage of good
prices is a driver for 2 in 5 of
those visiting an on-board
Duty / Tax Free store during
their cruise in the European
region. This is a driver more prominent among Italian, older and male browsers.
This clearly illustrates how effectively communicating competitive pricing is key to driving footfall to the on-board Duty & Tax Free offering.
Operators should therefore drive awareness of the pricing benefits of the Duty & Tax Free offer. This should be done both pre-trip on operator websites (potentially with the opportunity to receive additional discounts for pre-ordering certain product lines) and on-board the cruise liner through benchmarking on-board price advantages against those seen in domestic markets.
This could be further supported with store activities, such as discount days or ‘happy hours’ where certain product lines incur special, time-limited discounts.
Table 10: To Take Advantage of Good Prices: Proposed Actions
Proposed Actions
 Ensure competitive pricing in all categories and across key product lines; benchmark on-board prices against domestic prices to provide clear pricing benefit illustration of Duty & Tax Free shopping
 Use special events, such as time-limited discounts on certain products or categories to drive further interest and store footfall
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