Page 72 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.1.2.1 TO BROWSE AND MAYBE BUY SOMETHING
The leading factor causing
shoppers to visit stores at
on-land port stores is to
browse and maybe buy
something. As with the on-
board offer, this suggest a relatively passive shopping style where the visitor is open to the Duty & Tax Free offering but has not planned on making a purchase. This being said, it also illustrates how a fairly high proportion of visitors are open to influence in-store.
On-land store operators have a more limited time frame to capture the interest of passengers, with travellers having limited time periods in each location. It is therefore key for store operators to immediately capture attention and drive interest in the retail offer to increase visiting.
This should be driven in-store via store entrance and dynamic window displays of key products lines, promotional activity and, location specific product ranges. Support this through in-port displays and staffed stands informing travellers of store location.
Table 11: To Browse and Maybe Buy Something: Proposed Actions
Proposed Actions
 Encourage store visiting in-port with dedicated product displays and staffed fixtures providing information on store location and key product lines. Potential to support this with activites such as product sampling
 Drive interest among ‘passing shoppers’ via store entrance displays and signage highlighting best sellers, local product ranges and promotional activity
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