Page 73 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.1.2.2 TO LOOK FOR A SOUVENIR OR LOCAL PRODUCTS
Our research indicates
that the second highest
reason for visiting the Duty
/ Tax Free offer on-land is
to look for souvenirs or
local products, cited by 35% of visitors.
The higher importance of souvenirs and local product in driving footfall to on-land stores compared to on-board stores illustrates a key method of differentiating the on-land offer.
For example, operators should look to include authentic, quality local produce, particularly in areas synonymous with the location, for example Murano glass in Venice or handmade olive dishes in Greece. International brands could look to also provide souvenir based offerings through location exclusive products or packaging.
Drive awareness of the souvenir range through complimentary location based literature, such as location guides incorporating souvenir ideas and the relevance of certain items to the location.
Table 12: To Look for Souvenirs / Local Products: Proposed Actions
Proposed Actions
 Offer a wide range of local products and souvenir related items across various price points to cater for different shopper types and purchase reasons
 Differentiate international brands through location-based packaging, exclusive products, or exclusive promotional items, such as GWPs
 Incorporate souvenir based information into complimentary location based literature, such as guide books or location maps
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