Page 87 - European Cruise Traveller Duty & Tax Free Retail

6.2.1.3.4 OTHER KEY PURCHASE DRIVERS
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
Leading driver among:
• German buyers
• Older & male buyers
Proposed Actions:
• Use range of traditional promotional mechanics, such as direct price and multi-purchase discounts
• Offer specialist promotional events such as discount days or ‘flash sales’ with hour long category or brand discounts for example
Leading driver among:
• British buyers
• Older & male buyers
• North European / Nordic cruises Proposed Actions:
• Ensure leading brands are stocked based on nationality mix, e.g. where high- incidence of British travellers, prioritise leading brands based on British tastes
• Drive multi-item purchasing through promoting price benefits of purchasing usual brand on-board vs. at home
Leading driver among:
• British buyers
• Older & female buyers
Proposed Actions:
• Ensure availability of key international brands
• Use well-known brands to communicate pricing benefits of Duty & Tax Free shopping; prioritise well-known brands for promotional activity
• Use well-known brands in service advertising and promotion to demonstrate range depth
Leading driver among:
• German & Italian buyers
• Younger buyers
Proposed Actions:
• Ensure range of both location and cruise liner based souvenirs
• Ensure product quality and provide range suitable for both gifting and self- purchasing
• Potential for international brands to provide exclusive location or cruise line based packaging to cater for those looking for a souvenir of the trip
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