Page 70 - European Cruise Traveller Duty & Tax Free Retail

6.1.1.4 OTHER KEY DRIVERS
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
More prominent driver among:
• German & Older shoppers
• North European / Nordic cruises
Key recommendations:
• Use selection of promotional activities, such as direct price discount, multi- purchase offers and gifts with purchase to drive interest
• Communicate promotional activity pre- trip and on-board via newsletters, announcements, signage and magazines
More prominent driver among:
• British & Older shoppers
• North European / Nordic cruises
Key recommendations:
• Ensure visit planning through promoting offer pre-trip
• Focus on key information differentiating offer from other cruise based or wider Travel Retail services
More prominent driver among:
• British & Italian shoppers
• Female & Older shoppers Key recommendations:
• Focus on messages of self-indulgence in marketing messages; potential to tie in with pricing based drivers through promoting range as providing affordable luxury
• Support with luxury in-store activities, such as personal shopping assistants and closed store experiences
More prominent driver among:
• British & Older shoppers
• North European / Nordic cruises
Key recommendations:
• Promote gifting ranges in dedicated areas of the store and offer
• Highlight gifting opportunities in product catalogues and via cruise liner based signage
• Provide range of location based items from countries visited
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