In addition to discounts, non-EU citizens can receive tax refunds on all purchases.
All you need to do is: Look for the Tax Refund sign when you are shopping and ask the cashier for a Tax Refund Form.
When you are at the airport and about to leave the European Union, show custom officials your purchases, your receipts and your passport. They will validate the refund.
Finally, either take your documents to the Tax Refund Office at the airport (if there is one) or send your claim in the post. The money will be refunded to you. You can find out more about tax-free shopping here: www.global-blue.com or www.premiertaxfree.com