Page 86 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.3.3 FOR A TREAT / REWARD
Buying an item as a treat or
reward also acts as a key
purchase driver for those making
their main item purchase on-
board the cruise liner, particularly
in the Watches & Jewellery, Beauty, and Fashion & Accessories categories.
On-board store operators and brands should look to promote treating and indulgence as a key overall on-board shopping driver, through pre-trip and on-board advertising, with slogans such as ‘indulge yourself in the on-board shopping experience’ or ‘treat yourself, you’re on holiday!’.
Support this with indulgent shopping based experiences, such as in-store Beauty consultations or closed store experiences in Fashion boutiques, or Jewellery store appointments.
Operators should also drive impulse behaviour through drawing attention to certain product lines via in-store treat ranges on dedicated gondolas or wall-bays.
Table 17: For A Treat / Reward: Proposed Actions
Proposed Actions
 Use messages of indulgence to promote overall on-board shopping service in both pre-trip and on cruise marketing activity particularly in areas such as Beauty, Watches & Jewellery and Fashion & Accessories
 Support messages of indulgence with luxury shopping based experiences, such as Beauty consultation, closed store experiences or personal shoppers
 Drive impulsive behaviour through dedicated in-store ‘treat range’ gondolas or wall-bays; potential to also place closed displays in wider cruise area
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