Page 85 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.3.2 PRICE CHEAPER THAN ELSEWHERE
The price being cheaper than
elsewhere is also a key driver
for on-board main item
purchases on cruise liners in
the European region,
particularly within the Alcohol and Tobacco categories.
It is therefore key for positive price perceptions to be maintained and enforced wherever possible. Drive this through ensuring travellers are aware of the pricing benefits of the on-board retail offer through articles and advertising in on-board magazines, in-store signage and shelf barkers, and wider cruise liner advertising. Store operators should also look to benchmark on-board prices with domestic offerings to ensure competitive pricing and highlight key savings.
Support this with various promotional activity, from traditional mechanics such as direct price and multi-buy discounts, to more bespoke activity, such as ‘discount days’ or flash sales, such as ‘happy hours’.
Table 16: Price Cheaper Than Elsewhere: Proposed Actions
Proposed Actions
 Communicate price benefits of on-board retail offer in on-board magazine articles, in-store signage and wider cruise advertising.
 Monitor prices to ensure competitive pricing is maintained and benchmark key product lines with domestic prices to highlight key savings
 Support with a range of promotional activities including traditional mechanics such as price discounting to ‘discount days’ or category specific ‘flash sales’
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