Page 82 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.2.1 PLANNED PURCHASES: ON-BOARD PLANNING EXTENT
In terms of main item purchase planning, less than half (46%) of those purchasing their main item on-board the cruise liner planned to make this purchase prior to setting off on their trip. Of those planning their main item purchase, just 48% knew the exact product they wished to buy.
Although this level of planning does illustrate the importance of meeting customer expectations, i.e. ensuring the products shoppers are planning to purchase are available, it also outlines the extent to which brands and operators can influence on-board shopper behaviour, driving brand recruitment and up-trading among on-board purchasers.
This should be driven through various methods, for example in-store product sampling, promotional offers, such as multi-buy discounts or GWPs, and branded High Profile Promotional (HPP) stands, with these being located both in-store and in the wider cruise area where possible. Specialist branded events, such as the Martell Cognac Evening, or designer led seminars in Watches & Jewellery, should also be considered as a means of raising awareness and driving brand interaction.
Direct staff contact in-store, via special shopping based activities such as personal shopper experiences, and through other services, such as on-board bars should also be considered key to shaping behaviour.
PLANNING EXTENT: ON-BOARD
Base: On-board planned main item buyers (148)
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