Page 95 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.6 INCREASING PURCHASING: ON-BOARD
Our research highlights how, as with driving non-regular brand purchasing, value factors are key to driving additional purchasing among European cruise travellers making a purchase from Duty & Tax Free stores on- board the cruise liner:
 Better pricing: Ensure competitive pricing through price monitoring and benchmarking prices against local and domestic stores. Communicate price advantages of Duty & Tax Free shopping prior to travel through direct communications and on-board via in- store signage, advertising and in on- board magazines. Potential to provide price discounts on value basis e.g. 10% discount on all purchases over €50.
 Better promotions: Provide range of traditional promotional mechanics, such as multi-buy discounts, cruise line specific GWPs and direct price discount wherever possible. Support this with bespoke promotional activity, such as ‘discount days’ and brand or category specific ‘flash sales’ such as a 10% discount on Johnnie Walker purchases between 4pm and 5pm on a set day.
 Free sampling: Provide in-store sampling where possible. Support this with special sampling based events, such as Beauty consultations, premium Whisky tasting evenings, Jewellery showcases, and chocolate tasting sessions.
ADDITIONAL PURCHASE DRIVERS: ON- BOARD
Base: On-board buyers (364)
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