Page 93 - European Cruise Traveller Duty & Tax Free Retail

GIFTING SUITABILITY...
Our research identifies several factors making an item suitable for gifting among those purchasing their main item for a gift on-board the cruise liner in the European region. However, the following two areas stand out as the leading factors and should therefore be prioritised when looking to tailor product lines to meet the needs of the European cruise traveller:
 There was an attractive offer
 Good souvenir of the cruise liner
Value is a key consideration when purchasing a gift, with 2 in 5 considering a good price to be key to making a gift oriented purchase.
It is therefore imperative for value to be communicated to gift buyers. Drive this through ensuring competitive pricing with domestic and local offerings and communicating the benefit of Duty & Tax Free shopping through pre-trip and on- board communication strategies, such as via direct contact or on-board magazines, focusing on specific gift based product lines or specific brands. Potential also exists to drive value based gift purchasing through offering promotional multi-buy discounts marketed as combined self and gift purchases.
The item being a good souvenir of the cruise line is also a key consideration for on-board gift buyers. Therefore, whilst a range of location and cruise liner based souvenirs should be offered, cruise specific offerings should be prioritised.
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
GIFTING SUITABILITY: ON-BOARD
Base: On-board main item gift buyers (81)
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 93