Page 91 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
DRIVING NON-REGULAR BRAND PURCHASE...
More than half (53%) of those purchasing their main item on-board the cruise liner for themselves purchase a non-regular brand, with a third purchasing an occasional brand and 1 in 5 purchasing a brand for the first time. This presents a clear opportunity to drive brand recruitment among European cruise travellers.
Our research illustrates how non-regular brand purchasing is influenced by various factors. However, value factors should be prioritised with the product having a good price and promotional activity acting as the top drivers for non-regular brand uptake:
 Product had a good price: Ensure competitive pricing with both domestic and scheduled port call destinations. Communicate pricing benefits by highlighting price advantages where possible and supplement with price based promotions.
 Special price promotion: Incorporate a range of promotional activity with emphasis on pricing. Use traditional mechanics such as price discounts and multi-buy offers and speciality offers, such as ‘discount days’ or brand specific ‘flash sales’.
 It looked new and different: Use exclusive cruise line or location based packaging. Communicate new or exclusive offerings in-store and in the wider cruise area.
NON-REGULAR BRAND DRIVERS: ON- BOARD
Base: On-board non-regular brand main item buyers (123)
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