Page 96 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.6.1 LEADING PROMOTIONAL MECHANICS: ON-BOARD
Our research has clearly illustrated the potential of driving brand recruitment, uptrading, and additional purchasing through the use of promotional activity.
Although bespoke promotional activity, such as discount days and flash sales should be considered by store operators, ongoing traditional promotional in-store mechanics should be considered key to driving positive value perceptions and interest in the on- board Duty & Tax Free offer.
The most popular promotional mechanics identified by on-board purchasers in the European region include:
 Buy one get one free: Leading mechanic among all demographics, but significantly more popular among older buyers. ‘Buy one get one free’ is also more popular British and female buyers and those travelling in the North European / Nordic region.
 Discounts on a single item: Significantly more popular amongst females, but also more popular among British and older travellers, as well as those travelling in the Mediterranean.
 Free gift with purchase: Significantly less popular among German buyers. Most popular among younger buyers, females
and those travelling in the Mediterranean region.
LEADING PROMOTIONAL MECHANICS: ON-BOARD
Base: On-board buyers (364)
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