Page 75 - European Cruise Traveller Duty & Tax Free Retail

6.1.2.4 OTHER KEY DRIVERS
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
More prominent driver among:
• British & Older shoppers
• Mediterranean cruises
Key recommendations:
• Ensure price benefits of shopping in that particular location are communicated via port signage
• Support with price based promotional activity
More prominent driver among:
• Italian, Older & Female shoppers
• Mediterranean cruises
Key recommendations:
• Include a range of impulse oriented product ranges
• Position Duty & Tax Free exclusives and location specific items not available elsewhere at entrance to store to drive interest in offer
More prominent driver among:
• British, Older & Male shoppers
• Mediterranean cruises
Key recommendations:
• Ensure travellers are aware of on-land offer when disembarking the cruise liner through in-port activities such as signage and promotional stands of key product lines
• Where possible, promote offer pre-travel highlighting exclusive offerings and location based products
More prominent driver among:
• British, Older & Male shoppers
• Mediterranean cruises
Key recommendations:
• Provide range of promotional activities
• Offer range of exclusive gift with purchase offers, potentially on a location basis, e.g. brands could offer a unique, location based souvenir gift with purchase at different locations to drive interest and promote multiple purchasing
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