Page 74 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.1.2.3 TO LOOK FOR / BUY A GIFT
Looking for or to buy a
gift is a driver for 34% of
those visiting a Duty / Tax
Free retail outlet on-land.
Although a similar
proportion of shoppers visit an on-board store for this reason, looking for a gift acts as a higher priority driver on-land.
It could be considered, particularly with the prominence of visiting a Duty & Tax Free store to look for a souvenir or local produce, that browsers visiting a store on-land are likely to be seeking location based items and this again illustrates how the incorporation of location based offering can present a real opportunity for on-land stores to provide a differentiated offering.
Drive footfall to on-land stores through promoting local items for gifting, emphasising the relevance of certain items and brands to the region. Potential exists to also provide multi-buy discount offers to drive combined gift and self-purchasing; therefore promoting increased purchasing.
Table 13: To Look for / Buy a Gift: Proposed Actions
Proposed Actions
 Offer a wide range of location based items suitable for gifting
 Provide gift solutions across various price points to cater for those looking to
purchase a trip token item or purchase a more expensive product
 Potential to provide multi-buy discounts to promote combined self and gift
purchasing
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