Page 84 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.3.1 GOOD QUALITY
Our research highlights a
product being good quality as
the most important purchase
driver for main item purchases
made at on-board stores and
is particularly important in the purchase of Alcohol and Watches & Jewellery
Product quality should therefore be prioritised in overall product range communications coupled with value to drive perceptions of affordable luxury, e.g. Fashion adverts in on-board magazines with straplines such as ‘Luxury brands, exclusive prices’.
This should be supported by brand specific marketing, communicating key areas such as product heritage, production methods and country of origin to instil perceptions of quality and authenticity. Drive this through bespoke in-store and wider cruise product displays, brand specific articles in on-board magazines, and special events such as luxury Alcohol or Confectionery tasting evenings, or designer led Jewellery seminars.
Table 15: Good Quality: Proposed Actions
Proposed Actions
 Prioritise product quality in product range communications, particualrly in Alcohol & Watches & Jewellery categories
 Incorporate messages of value to drive perceptions of affordable luxury  Support with brand specific strategies to drive perceptions of quality
 Focus communications on areas including product heritage, production methods & country of origin
 Drive through product displays and via special events
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