Page 81 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.2 PLANNING LEVELS: ON-BOARD
Of European cruise travellers making a purchase on-board the cruise liner during their trip, a fairly high proportion had pre-trip shopping intentions, with 60% planning to visit an on-board Duty & Tax Free store of which and 9 in 10 planned to make a purchase.
This illustrates significant potential to drive visiting and purchase likelihood as well as shape shopper behaviour prior to the cruise taking place.
This should be driven by cruise line and retail operators communicating the on-board offer through cruise line websites and via direct communications with future travellers in the lead up to the cruise taking place. Communications should focus on key areas to drive interest, such as stores featured, brands stocked, and key promotional activity, supported with store photographs and virtual tours. Information on special events, such as product sampling, fashion shows, or seminar based events.
Operators could also incorporate pre-order facilities on websites, to further support pre- trip purchase planning.
Table 14: Planning Levels: Proposed Actions
Proposed Actions
 Communicate on-board retail offer prior to trip via cruise line websites & direct contact. Focus on key areas of offer, such as featured stores, brands stocked, and promotional activity. Support with photographs and virtual tours.
 Provide information on special shopping based events
 Incorporate online pre-ordering into cruise line websites
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